Millions Of Cans Of Truly Hard Seltzer Destroyed As Sales Slow

Hard seltzer sales have slowed down significantly and according to Truly’s parent company, The Boston Beer Company, they were “overcommitted” to the trend. Since sales are down for the Truly Hard Seltzer brand, the Boston Beer Company is destroying millions of brand new cases of Truly.

Jim Koch, chairman of Boston Beer, explained “And when the growth stopped, we had more of all those things than we were going to be able to use, because there is a shelf life. We want Truly to have that fresh, bright taste, so we’re going to crush millions of cases of product before it goes stale”.  Truly Hard Seltzer will continue to be made and sold throughout the U.S.

• Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One – Grand Tasting featuring Culinary Demonstrations presented by Liebherr Appliances

  Share

  NEW YORK, NEW YORK - OCTOBER 17: A view of Truly Hard Seltzer at the Grand Tasting featuring Culinary Demonstrations presented by Liebherr Appliances during Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One at Pier 76 on October 17, 2021 in New York City. (Photo by John Lamparski/Getty Images for NYCWFF)

• Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One – Goldbelly’s Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run

  Share

  NEW YORK, NEW YORK - OCTOBER 16: A view of Truly Hard Seltzer at Goldbelly's Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run during the Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One at Pier 86 on October 16, 2021 in New York City. (Photo by Monica Schipper/Getty Images for NYCWFF)

• Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One – Goldbelly’s Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run

  Share

  NEW YORK, NEW YORK - OCTOBER 16: A view of Truly Hard Seltzer at Goldbelly's Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run during the Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One at Pier 86 on October 16, 2021 in New York City. (Photo by Monica Schipper/Getty Images for NYCWFF)
• Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One – Goldbelly’s Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run

  Share

  NEW YORK, NEW YORK - OCTOBER 16: A view of Truly Hard Seltzer at Goldbelly's Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run during the Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One at Pier 86 on October 16, 2021 in New York City. (Photo by Michael Loccisano/Getty Images for NYCWFF)

• Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One – Goldbelly’s Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run

  Share

  NEW YORK, NEW YORK - OCTOBER 16: A view of Truly Hard Seltzer at Goldbelly's Best of New York presented by Bucket Listers hosted by Joe Ariel and Rev Run during the Food Network & Cooking Channel New York City Wine & Food Festival presented by Capital One at Pier 86 on October 16, 2021 in New York City. (Photo by Monica Schipper/Getty Images for NYCWFF)