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)

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.



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