Truly Hard Seltzer, a brand of Boston-based The Boston Beer Co., announced that it is optimizing its entire portfolio of more than 30 flavors using real fruit juice. During the course of a year, the company researched and developed its seltzers to increase sessionability for a cleaner, more refreshing taste profile, it notes.

Truly says the effort is “on par” with its late 2019 reformulation, which contributed to more than two years of share gains. Original mix packs of Truly Hard Seltzer, which include Citrus, Berry and Tropical flavors, made with real fruit juice already are rolling out. The company notes that packs like Lemonade, Margarita, Punch and Tea “have always included real fruit juice, but have been improved to give drinkers the juicy, refreshing experience they’re looking for.”

A new multi-channel campaign called “Our Best Flavors” is out now, too, with TV, out-of-home, influencer and digital channels being utilized through the fall. The campaign features Truly’s newest fans: fruit flies. The fruit flies are a fun way to showcase how Truly’s are produced with real fruit juice, the company says.

“Truly fans crave easy-drinking hard seltzers to match the flavorful lives they live,” said Matt Withington, senior director of marketing for Truly Hard Seltzers, in a statement. “To capture the flavor optimization, we wanted to highlight Truly bursting with real fruit juice in a bold — and, yes — buzzy way.”