Truly
At this point, it seems like hard seltzer companies have exhausted their options when it comes to standing out among the rest of a crowded pack. However, Truly apparently has one more trick up its sleeve in the form of a hot sauce-inspired variety that’s dropping ahead of the Super Bowl.
It’s hard to believe it’s been close to four years since hard seltzer took an unsuspecting world by storm thanks in no small part to White Claw, which eventually found itself sharing a massive market with the many competitors that flooded shelves in the hopes of getting a piece of the wildly lucrative pie.
Those brands soon found themselves competing in an ever-escalating ABV arms race that essentially came to an end when Four Loko dropped the hard seltzer equivalent of the atomic bomb, and they also introduced increasingly creative flavors in an attempt to set themselves apart from everyone else.
The hype eventually fizzled out, but there’s still apparently some room left for innovation when you consider Truly is releasing what they assert is the “first-ever Hot Wing Sauce Hard Seltzer” (a claim I can’t imagine can be disputed).
Truly
I’m not sure if there were a ton of people out there clamoring for an adult beverage that tastes like the spicy orange sauce that gives buffalo wings their signature flavor, but anyone who’s been waiting for that day to arrive is officially in luck.
The limited-edition release will officially go on sale on January 29th, and if you want to get your hands on some, you’ll have to shell out $24 for a four-pack of 16 oz. cans (which will presumably arrive at your door prior to Super Bowl LVIII).
I have a hard time imagining there’s anyone who would rely on this as a daily drinker, but I’d be lying if I said my interest isn’t piqued.