Campari Australia has partnered with The Boston Beer Company to make a deal which will see Campari Australia locally manufacture and distribute the hugely popular Truly Hard Seltzer in Australia from February 2022.
Hard seltzer is a massive category in the US and so far this year Truly has generated more than 50 per cent of all hard seltzer category growth in the US. Truly has grown the most cases of all hard seltzer brands, 2.5 times the next highest brand and has outgrown the category for 13 months straight.
Simon Durrant, Managing Director, Australia and New Zealand at Campari Group, said he believes the introduction of Truly to the Australian market will help increase the incredible growth the seltzer category has seen over the last 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, 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 Durrant.
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.”
Truly Hard Seltzer will be made locally, and customers interested in ranging Truly should contact their local Campari Australia Sales Representatives.