We knew this was coming. A hard seltzer taproom.
Next year expect to have a Truly Taproom, Truly LA. Yes, we’ll have to travel for this one. But what can you anticipate? 8,000-square-foot, 350-person capacity indoor/outdoor venue in Downtown Los Angeles in August. Though a number of smaller hard seltzer brands have their own taprooms, a spokesperson for Truly said that their forthcoming Truly facility will be the first taproom for a major national hard seltzer brand. At the very least, since White Claw doesn’t have a dedicated taproom, Truly — as America’s second best-selling brand — will be the largest hard seltzer brand with a taproom.
“Our drinkers are all about exploration and discovery, and we want to give them that in unexpected ways,” explained Lesya Lysyj, CMO of the Boston Beer Company, which owns the Truly along with other major alcoholic beverage brands like Sam Adams and Angry Orchard. “We wanted to do something no one else has done — and that’s how Truly LA was born. At its core, our brand is all about bringing people together and forming genuine connections, and Truly LA is a physical representation of that sentiment.”
Truly LA’s 12 taps will feature beverages from the brand’s large range of varieties which beyond “classic” hard seltzers also includes lemonades, iced teas, and punch, as well as new flavors that promise to be exclusive to the taproom. Additionally, the complex will have a “globally-inspired” menu of “light bites” and, of course, Truly merchandise, including limited-release items.
— Victor Martino (@VictorMartino01) October 4, 2021
The space will also host live entertainment from local “up-and-coming musicians, comedians and artists” as well as larger events, thanks to Truly’s existing partnership with Live Nation. Truly says these latter events, which include their Truly Inspired concert series and comedy shows, will also be live-streamed for at-home viewing.
Can you say epic? And can you say road-trip?