In the past two years, the hard seltzer category has grown more than 830%, and more than 220% in 2019 alone. Hard seltzer sales have now surpassed all IPA sales, one of craft beer’s most popular styles, demonstrating the shift in drinker preference. While the category has experienced unprecedented growth, there is still room to expand.
“We see a huge opportunity to grow Truly because, believe it or not, Truly is bigger than major beer brands like Stella Artois and Blue Moon, yet only 4% of households have purchased hard seltzer,” says Lesya Lysyj, CMO, Boston Beer Co.
As consumer demand for hard seltzer continues to grow, Truly aims to edge out alternative drinking options by using Keegan-Michael Key’s humor to educate the 96% of households that haven’t yet discovered the hottest beverage of summer, a refreshing alternative to beer, wine and cocktails, with just 100 calories, 1g sugar and 5% ALC/VOL.
Through five 15-second spots, Keegan-Michael Key reveals why drinkers should reach for Truly instead of beer, wine and spirits by demonstrating cheeky new uses for what they used to drink.
This is one of the first national TV campaigns by Truly since launching in 2016 and is the first major campaign launched under the Boston Beer Company’s, new CMO, Lesya Lysyj, who joined the company in the spring of 2019.