Question · Q4 2025
Michael Lavery asked about Truly Hard Seltzer's struggles despite White Claw's recovery, the company's hopes for the brand, and its potential for trajectory change or return to growth. He also inquired about the drift towards higher ABV products, its potential headwind to volumes, and whether mixed benefits offset this trade-off.
Answer
Founder and Chairman Jim Koch sees Truly as a potential strong and viable number two in a stable hard seltzer category, aspiring for it to stop absorbing category losses and achieve low single-digit growth, supported by increased investment including the U.S. Soccer partnership. Regarding higher ABV products, he acknowledged the potential for a volume headwind but noted it's not a one-for-one trade-off, citing growth in both Twisted Tea Extreme (higher ABV) and Twisted Tea Light (lower ABV), and believes these trade-offs are manageable and not significantly noticeable.
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