Truly partnered with a luxury candy brand on an exciting new product release – a first of its kind hard seltzer inspired candy via a new collaboration with Sugarfina. The nonalcoholic gummy candy is available now in four flavors, inspired by Truly’s Tropical mix pack – Mango, Passionfruit, Pineapple, and Watermelon Kiwi.

While the gummies are nonalcoholic, they are “Truly-infused,” according to a press release announcing the partnership. ”[T]he alcohol itself is cooked off in the production process, making the gummies themselves nonalcoholic.”

The fun candies arrived on the scene just in time for the holiday weekend. Impress your friends by serving a Truly garnished with its own gummy.

Sugarfina Collaborations

The Truly collab isn’t Sugarfina’s first foray into alcohol inspired sweets. The luxury candy brand previously released popular Rosé All Day Bears® and Champagne Bears® by teaming up with Hampton Water Rosé. This is the company’s first take at a hard seltzer flavor.

“It was a fun and exciting challenge for our product innovation team! We were eager to figure out the best way to infuse candy with a spiked seltzer beverage in a way that really allows the flavors of the hard seltzer to come to life in gummy form,” said Scott LaPorta, chief executive officer and co-investor of Sugarfina.

Truly Diversification

Truly has been pushing the bar lately in terms of innovating what hard seltzer can look like. In addition to being ahead of the curve on both hard seltzer lemonade and iced tea, it just released a new punch variety pack.

“Both Truly and Sugarfina are known for bringing new flavors and innovation to consumers,” said Casey O’Neill, director of product development.

“There’s something so fun about dreaming up different ways that drinkers can experience Truly, and the fruitiness and sweetness of gummy bears made this collaboration a perfect fit for Truly.”

Truly Punch, which the company’s vice president Don Lane called the company’s “biggest flavor yet,” is available in four fruity flavor combinations: Berry Punch, Citrus Punch, Tropical Punch, and classic Fruit Punch. Each can contains 100 calories and 5% ABV.

The new Punch pack is quickly becoming a consumer favorite. While the silver medalist of the hard seltzer space has consistently controlled around 25% of the spiked and sparkling market share (compared to White Claw’s 60%) the first two weeks of June saw Truly’s share climb to around 30%.

“While it’s still early days for Punch, we believe that initial performance reinforces that SAM continues to lead innovation in hard seltzers and the broader beer category,” said a spokesperson for investment banking advisory firm Evercore ISI.

“[W]e expect the Truly brand to continue to lead the growth of the business as it has come to stand for a great-tasting, refreshing, pure-play hard seltzer brand,” said Dave Burwick, president and CEO of Boston Beer.

“We will continue to invest heavily in the broader Truly brand and work to improve our position in the hard seltzer category, as competition continues to increase.”

The Truly x Sugarfina collection is available now on Sugarfina’s website. A bundle of all four flavors is available for $38, and individual Candy Cubes will cost you $8.95.

Erin Grafton
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