Truly
JIM BEAM BRANDS CO. — FRANKFORT, KY
Kentucky
Vodka seltzer inspired Truly Hard Seltzer from day one, product developer Casey O'Neill said. Read the brand history
Jump to: Brand history · Labels · At a Glance · Producers · Sources
| Label Name | Spirit Type | Status | Approval Date | Producer | |
|---|---|---|---|---|---|
 | Truly Watermelon Kiwi Flavored Vodka VODKA - OTHER FLAVORED | Vodka - Other Flavored | Approved | 2023-05-05 | JIM BEAM BRANDS CO. |
 | Truly Citrus Flavored Vodka VODKA - OTHER FLAVORED | Vodka - Other Flavored | Approved | 2023-05-05 | JIM BEAM BRANDS CO. |
 | Truly VODKA 80-89 PROOF | Vodka 80-89 Proof | Approved | 2022-08-12 | JIM BEAM BRANDS CO. |
 | Truly Wild Berry Flavored Vodka VODKA - OTHER FLAVORED | Vodka - Other Flavored | Approved | 2022-08-10 | JIM BEAM BRANDS CO. |
 | Truly Strawberry Lemonade Flavored Vodka VODKA - OTHER FLAVORED | Vodka - Other Flavored | Approved | 2022-08-10 | JIM BEAM BRANDS CO. |
 | Truly Pineapple Mango Flavored Vodka VODKA - OTHER FLAVORED | Vodka - Other Flavored | Approved | 2022-08-10 | JIM BEAM BRANDS CO. |
 | Truly White Peach Flavored Vodka VODKA - OTHER FLAVORED | Vodka - Other Flavored | Approved | 2022-08-09 | JIM BEAM BRANDS CO. |
 | Truly Blood Orange Flavored Vodka VODKA - OTHER FLAVORED | Vodka - Other Flavored | Approved | 2022-08-09 | JIM BEAM BRANDS CO. |
 | Truly Pineapple Mango Flavored Vodka VODKA - FLAVORED | Vodka - Flavored | Approved | 2021-09-21 | JIM BEAM BRANDS CO. |
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Truly at a Glance
Truly has 9 distinct products with 17 total TTB label approvals, including Vodka - Flavored, Vodka - Other Flavored, Vodka 80-89 Proof. Labels approved between 2021-09-16 and 2023-05-05. Label origins on file: Kentucky.
At a Glance data sourced from public TTB records.
Truly Vodka
Truly's move into bottled spirits began with a July 2021 partnership announcement between Boston Beer and Beam Suntory, which proposed extending Truly Hard Seltzer into the category, according to their joint release. Strawberry Lemonade, Wild Berry, and Pineapple Mango were the flavors announced for Truly Flavored Vodka in March 2022, WSVN reported.
Truly's route to the bottle
The Truly brand dates to 2016, according to Boston Beer's October 2022 account of its history. The partnership's first products were scheduled to reach United States retail channels by mid-2022, the companies said in their July 2021 announcement.
Beam Suntory's contribution to the planned Truly expansion included distilling expertise and its distribution network, Boston Beer said. The exchange also ran in the other direction: Sauza would enter additional ready-to-drink formats using Boston Beer's expertise, production capabilities, and distribution footprint, the announcement explained.
Bottled Truly was scheduled for select United States retailers in March 2022, according to WSVN's report that month. The announced packaging covered 50-milliliter, 375-milliliter, 750-milliliter, and 1-liter bottles.
A separate vodka product in a can
Truly Vodka Seltzer followed as the brand's first spirits-based seltzer, with national availability scheduled for October 11, 2022, Boston Beer announced. The company described this canned beverage as made with six-times-distilled vodka and real fruit juice. It specified 5% alcohol by volume, 110 calories, and two grams of sugar.
Each flavor paired a predominant fruit with a complementary fruit note, according to the launch announcement. Product development director Casey O'Neill said the team had spent months testing hundreds of recipes and flavor combinations with thousands of drinkers.
A new name and different packaging
By February 2023, Boston Beer was announcing a rebrand of Truly Vodka Seltzer as Truly Vodka Soda, describing the new name as inspired by a bar order. The change brought new packaging and two new collections of single-fruit flavors.
A 12-pack of the Twist of Flavor collection was scheduled for April, the company said. It also announced plans for single-serve, resealable 24-ounce cans, extending the packaging options for the vodka beverage.
Explore the TTB label records for Truly on this page.
Sources
- The Boston Beer Company. "Beam Suntory And The Boston Beer Company Partner To Expand Iconic Brands Across Fastest-Growing Categories". 2021-07-15. https://investors.bostonbeer.com/news-releases/news-release-details/beam-suntory-and-boston-beer-company-partner-expand-iconic
- WSVN 7News. "Truly Hard Seltzer partners with Beam Suntory to release 3 vodka flavors". 2022-03-08. https://wsvn.com/news/us-world/truly-hard-seltzer-partners-with-beam-suntory-to-release-3-vodka-flavors/
- The Boston Beer Company. "Truly Vodka Seltzer". 2022-10-04. https://www.bostonbeer.com/news/2022/10/truly-introduces-its-first-spirits-based-seltzer-truly-vodka-seltzer
- The Boston Beer Company. "Truly Hard Seltzer to Refresh Portfolio in Time for Peak Seltzer Season". 2023-02-14. https://www.bostonbeer.com/news/2023/02/truly-hard-seltzer-to-refresh-product-portfolio
- TTB Public COLA Registry via BUY.VODKA data snapshot. "Truly label-record summary". Undated. local:BUY.VODKA generated brands.json, existing snapshot
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