The hard seltzer category continued to struggle in 2023 as consumers turned toward spirits-based ready-to-drink cocktails or back toward light beers. Truly has suffered along with the category, with the brand’s dollar sales down 25% to $725 million for the 52 weeks ended Dec. 16, according to Beer Marketer’s Insights, citing Nielsen data from a Goldman Sachs analyst report.
In a recent consumer survey by the online alcohol retailer Drizly, 34% of customers said they planned to purchase seltzer in 2024—down from 37% a year ago. Seltzer’s share of Drizly’s overall beer category shrank from 19% to 17% last year.
But the news isn’t all bleak. Truly Vodka Seltzer, introduced in October of 2022, made “solid inroads” in the growing RTD spirits space last year, Beer Marketer’s Insights said, doing $20 million in sales for the 52 weeks ended Dec. 16. Sales for the four weeks ended Dec. 16 dipped by 16%, however, indicating the brand was struggling to lap its initial launch.
Truly Vodka Seltzer last year was relaunched as Truly Vodka Soda, to reflect the bar call, along with new packaging. Truly also markets Tequila sodas, as well as a line of flavored full-strength vodkas.
Truly last year moved to energize sales through the “Lightly Fantastic” campaign focused on the seltzer brand’s refreshing flavors and “lighter side of life” positioning. An ad created by what the brand described as an independent team showed a man dancing on water to Yaz’s 1980s hit “Situation.”