Campari Australia steps into local manufacture for Truly Hard Seltzer production

October 20, 2021
By Ioni Doherty

Campari Australia will manufacture Truly Hard Seltzer in Victoria and distribute the top-seller around Australia from February 2022.

Truly Hard Seltzer has grown the most of all hard seltzer brands in the United States, gaining a 4.3 points in share [1] due to its strong innovation pipeline and extensive range.

To date this year, Truly has generated more than 50 per cent of all hard seltzer category growth in the U.S. – 2.5 times the next highest brand – and has outgrown the category for 13 straight months.

Simon Durrant, Managing Director, Australia and New Zealand at Campari Group, believes the introduction of the distinctive Truly Hard Seltzer brand will only increase the exceptional growth the seltzer category has experienced in Australia over the past 12 months.

“The industry is constantly evolving. Seltzer RTDs really have exploded in this market and are now the sixth biggest player in the ready-to-drink category [2], with growth driven by consumers looking for flavour-forward drinking experiences and choice. The introduction of Truly Hard Seltzer in Australia, through our partnership with the Boston Beer Company, will enable us to seriously play in this category,” said Mr Durrant.

Representing almost a third of the U.S. hard seltzer market[1], Truly Hard Seltzer will be available in various flavours and will join Campari’s other brands in market including Aperol, Wild Turkey, Campari, Skyy, The Glen Grant, Espolòn, Bulldog and Baron Samedi.

Dave Burwick, President and CEO of The Boston Beer Company said, “We have seen tremendous growth in the seltzer category in Australia and we are excited to bring our iconic Truly Hard Seltzer brand to the Australian market, giving Australian drinkers even more reasons to taste what the vibrant seltzer category has to offer.

“Campari shares our passion for brand building and driving sustainable category growth. While we are focused on launching Truly Hard Seltzer, we also see the potential to expand into other Truly product lines,” added Mr Burwick.

Truly Hard Seltzer will be made locally, benefitting from existing tried and tested flavours in the United States of America, and loved by American consumers.

Customers interested in ranging Truly Hard Seltzer can make enquires with their local Campari Australia Sales Representative.

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