Truly

What Truly does

Truly Hard Seltzer is a U.S. alcoholic beverage brand operated by Hard Seltzer Beverage Company LLC, a subsidiary of The Boston Beer Company (NYSE: SAM), headquartered in Boston, Massachusetts. The company produces and distributes a portfolio of hard seltzer and adjacent ready-to-drink (RTD) products to legal-drinking-age adult consumers across all 50 U.S. states. The core product is a 5% ABV hard seltzer crafted from cane sugar with naturally gluten-free ingredients, available in over 20 fruit flavors. The portfolio has been extended upward with the 8% ABV "Truly Unruly" sub-brand (original, lemonade, and punch variants), and laterally into new alcohol categories via Truly Flavored Vodka (triple-distilled, 30% ABV), Truly Vodka Soda, and Truly Tequila Soda lines. Distribution is conducted through conventional U.S. retail channels (grocery, convenience, liquor stores) at unit pricing across individual cans, 6-packs, 12-packs, and themed variety packs.

The business model is B2C mass-market retail with one-time unit purchases; pricing is not publicly disclosed. Go-to-market is event-driven and anchored on the "Official Hard Seltzer of U.S. Soccer" flagship sponsorship, which powers limited-edition collectible can releases (a 12-city series), experiential activations such as the "$5 million believer" prize campaign and city-naming events, and a co-branded merchandise line sold through the Truly Originals e-commerce storefront (TrulyOriginals.com). Customer segments are horizontal — general adult consumers, U.S. Soccer fans, and flavor-conscious consumers — with no enterprise accounts or concentrated customer dependencies. The company maintains active social channels (Instagram, Facebook, YouTube, X) and complies with CCPA and GDPR privacy frameworks, though it operates exclusively in the U.S. market with no global footprint claims.

Name

Truly

Legal name

Hard Seltzer Beverage Company LLC

Website

https://trulyhardseltzer.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Hard Seltzer / Ready-to-Drink Alcoholic Beverages

NAICS

Breweries (312120), Beverage Manufacturing (3121), Distilleries (312140)

SIC

Beverages (2080), Malt Beverages (2082)

akta.pro primary industry

Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)

akta.pro secondary industry

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)

Keywords

• Hard seltzer beverages
• Ready-to-drink cocktails
• Flavored alcoholic seltzer
• Flavored vodka spirits
• Tequila soda mixers

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hard Seltzer Product Sales: Truly generates revenue through the sale of hard seltzer products across various retail channels in all 50 U.S. states. Products include standard 5% ABV hard seltzers, the higher-alcohol 8% ABV Unruly line, flavored vodkas, and various mix packs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Truly Hard Seltzer manufactures and sells canned alcoholic beverages, primarily hard seltzers at 5% ABV (core line) and 8% ABV (Unruly line), along with flavored vodka, vodka soda, and tequila soda extensions. Products are crafted with simple, naturally gluten-free ingredients and alcohol made from cane sugar, and are sold via retail distribution across all 50 U.S. states and through a branded merchandise e-commerce store.

Product overview

Truly Hard Seltzer is a hard seltzer brand under Hard Seltzer Beverage Company LLC (a subsidiary of The Boston Beer Company). The product portfolio centers on a core hard seltzer line at 5% ABV, supplemented by higher-alcohol (8%) Truly Unruly variants in original, lemonade, and punch styles. Additional extensions include Truly Vodka Soda and Tequila Soda lines, plus a premium Truly Flavored Vodka (triple-distilled spirits at 30% ABV). Products are sold across multiple variety packs (Berry, Citrus, Party, Lemonade, Punch, Paradise, Star Squad) and as individual flavors. The brand also offers co-branded merchandise through Truly Originals and maintains a U.S. Soccer sponsorship partnership.

Differentiator

Problem solved

Functional benefit

Brands

• Truly Unruly: High alcohol by volume (8% ABV) hard seltzer line featuring bold fruit flavors including Berry Blast, Citrus Crush, Strawberry Smash, and Tropical Twist.
• Truly Lemonade
• Truly Punch
• Truly Flavored Vodka
• Paradise Pack
• Star Squad
• Truly Vodka Soda

Products and services

• Truly Hard Seltzer (Core Line) Core hard seltzer product line at 5% ABV, crafted with simple naturally gluten-free ingredients and alcohol made from cane sugar. Available in over 20 fruit flavors including Wild Berry, Cherry, Blueberry, Strawberry Lime, Lime, Grapefruit, Lemon, Pineapple, Mango, Passion Fruit, and Watermelon. Sold to adult consumers across all 50 U.S. states.
• Truly Unruly Mix Pack High alcohol (8% ABV) hard seltzer mix pack featuring bold fruit flavors including Strawberry Smash, Tropical Twist, Berry Blast, and Citrus Crush, positioned as a stronger alternative to the core 5% ABV line. Targeted at adult consumers seeking higher-ABV flavored hard seltzers.
• Truly Unruly Lemonade Mix Pack 8% ABV hard seltzer with lemonade flavors (1g sugar per serving), including Bumpin' Blue Razz, OG Original Lemonade, Punched Up Pineapple, and Wild Pink Lemonade. Line extension of the Unruly high-ABV platform into lemonade flavors.
• Truly Unruly Punch Mix Pack 8% ABV hard seltzer punch-flavored line including Berry Blitz, Citrus Slam, Fierce Fruit Punch, and Tropical Thrill flavors. Line extension of the Unruly high-ABV platform into punch varieties.
• Star Squad Mix Pack Limited-edition U.S. Soccer-themed variety pack released for summer 2026 tournament. Contains Baller Berry, Orange Slices, Watermelon Wave, and Red White & Tru flavors. Part of the 'Drink Like a Believer' campaign.
• Paradise Pack Limited-release tropical-flavored variety pack featuring Blood Orange Breeze, Mango Tango, Passion Fruit Orange Guava, and Pineapple Plunge flavors. Targeted at consumers seeking tropical variety options.
• Truly Party Pack Variety pack featuring fan-favorite core flavors including Truly Citrus Squeeze, Pineapple, Watermelon, and Raspberry. Positioned for party and social-gathering occasions.
• Citrus Mix Pack Citrus-flavored variety pack containing Lime, Grapefruit, and Lemon flavors for consumers seeking citrus-forward variety.
• Berry Mix Pack Berry-flavored variety pack containing Cherry, Blueberry, Strawberry Lime, and Wild Berry flavors for consumers seeking berry-forward variety.
• Punch Mix Pack Bold punch-flavored variety pack containing Fruit Punch, Berry Punch, Tropical Punch, and Citrus Punch for consumers seeking punch-style variety.
• Lemonade Mix Pack Lemonade-flavored variety pack featuring Original Lemonade, Strawberry Lemonade, Black Cherry Lemonade, and Tropical Lemonade.
• Truly Flavored Vodka Triple-distilled flavored vodka line (30% ABV, 99 calories per 1.5oz serving, 750ml bottles) inspired by Truly Hard Seltzer flavors. Available in Wild Berry, Pineapple Mango, and Strawberry Lemonade variants. New product category launched in 2024.
• Truly Vodka Soda Vodka-based hard seltzer line with fruit juice from concentrate and natural flavors. Available in multiple variants including Peach & Tangerine and Watermelon, sold in Paradise Pack and Twist of Flavor Mix Packs.
• Truly Tequila Soda Tequila Blanco-based hard seltzer with fruit juice from concentrate and natural flavors. Available in Watermelon variant (110 calories, 2g sugar per serving). Launched in 2024 as a Tequila Soda product line.
• Truly Originals Branded Merchandise Branded merchandise line sold through TrulyOriginals.com, including Truly x U.S. Soccer co-branded products such as coolers, scarves, soccer balls, glassware, hats, socks, sweatshirts, and t-shirts. Targeted at adult consumers and sports fans seeking brand-affiliated merchandise.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship and minor.

• U.S. SoccerflagshipGTM or Marketing PartnerTruly Hard Seltzer is the Official Hard Seltzer of U.S. Soccer. The partnership includes promotional campaigns such as the $5 million prize if the U.S. Men's National Team wins an international tournament, limited-edition collectible city cans, and city naming activations like 'Believe, USA' in Hoboken, New Jersey.
• City of Hoboken, New JerseyminorGTM or Marketing PartnerTruly Hard Seltzer and U.S. Soccer awarded the City of Hoboken, New Jersey the title 'Believe, USA' for the summer tournament, making it the official capital of American soccer fandom. Mayor Emily B. Jabbour signed a proclamation renaming the city temporarily.
• Hoboken Business AllianceminorGTM or Marketing PartnerTruly Hard Seltzer announced a donation to the Hoboken Business Alliance to support local small businesses as part of its 'Drink Like a Believer' campaign.
• The Boston Beer CompanyflagshipOthersTruly Hard Seltzer is a brand of The Boston Beer Company (NYSE: SAM), which provides corporate backing, distribution infrastructure, and brand equity.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Topo Chico Hard Seltzer: Topo Chico Hard Seltzer, launched by Molson Coors in partnership with Coca-Cola, is a direct competitor in the flavored hard seltzer category with comparable distribution scale and Mexican-inspired positioning. It competes with Truly for the same adult consumers seeking light, flavorful canned alcoholic beverages.
• Bon & Viv Spiked Seltzer: Bon & Viv Spiked Seltzer is an early hard seltzer brand owned by Anheuser-Busch InBev with similar product positioning to Truly, competing in the same flavored, low-calorie canned seltzer niche. As an AB-InBev brand, it benefits from industry-leading distribution reach that overlaps with Truly's all-50-state footprint.
• High Noon Sun Sips: High Noon is one of the fastest-growing hard seltzer/RTD brands in the U.S., competing directly with Truly across grocery and convenience channels with real-fruit vodka-based seltzers, representing a strong direct competitor in the flavored seltzer and vodka-soda overlap that Truly is targeting with its Vodka Soda and Flavored Vodka lines.
• Bud Light Seltzer: Bud Light Seltzer is Anheuser-Busch InBev's hard seltzer offering and a direct competitor leveraging AB InBev's industry-leading distribution network and trade relationships to compete with Truly on retail shelf space, promotional pricing, and consumer brand awareness.
• White Claw Hard Seltzer: White Claw is the category-defining hard seltzer brand and Truly's most direct head-to-head competitor, with comparable product positioning (5% ABV, flavored sparkling alcoholic seltzer), similar distribution scale, and overlapping target consumer of legal-drinking-age adults seeking light, fruity alcoholic options.
• Corona Hard Seltzer: Corona Hard Seltzer from Constellation Brands is a direct peer in the U.S. flavored hard seltzer category with similar flavor-led positioning, broad retail distribution, and marketing budgets aimed at the same legal-drinking-age adult demographic as Truly.

Broad incumbents

• Smirnoff Seltzer / Smirnoff Ice: Smirnoff, owned by Diageo, is an established broad incumbent in the flavored malt/RTD alcoholic beverage space; its seltzer and malt-beverage lines compete in the same retail channels and consumer occasions as Truly and bring significantly larger marketing resources as a major global spirits brand.
• The Boston Beer Company: The Boston Beer Company (NYSE: SAM) is Truly's parent company and a broad incumbent in the U.S. craft beverage market, with a portfolio including Samuel Adams, Twisted Tea, Angry Orchard, and Hardcore Cider. It is comparable as the operating platform that owns and distributes Truly and as a peer in alcoholic beverage manufacturing and brand stewardship.

Emerging players

• Vizzy Hard Seltzer: Vizzy Hard Seltzer, a Molson Coors brand, is an emerging competitor in the U.S. hard seltzer market with antioxidant-fortified positioning, comparable flavor variety, and national distribution through Molson Coors — competing directly with Truly for shelf space and consumer attention.

Regional players

• Cutwater Spirits: Cutwater Spirits is a sister brand to Truly within The Boston Beer Company portfolio, producing canned cocktails and spirits. It is comparable as a Boston Beer-owned canned-RTD/cocktail line targeting similar consumers and retail channels, particularly as both extend into RTD spirits-based products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/trulyseltzer
• YouTubeyoutube.com/channel/UCYiQpUN9qPCkdRWv-QC6-Gg
• Facebookfacebook.com/trulyhardseltzer
• Instagraminstagram.com/truly
• LinkedInlinkedin.com/company/truly-la

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Truly