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.
'Millions of cases' of Truly thrown out as hard seltzer fad fadeshttps://t.co/tFg5AwCMAb— TODAY (@TODAYshow) October 25, 2021
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