Truly Hard Seltzer, a brand of The Boston Beer Co., Boston, announced the launch of the brand’s first spirits-based seltzer, Truly Vodka Seltzer. Made with six-times-distilled premium vodka and real fruit juice, Truly Vodka Seltzer will be available nationally in four flavors: Blackberry & Lemon, Cherry & Lime, Pineapple & Cranberry, and Peach & Tangerine.

At 5% ABV and just 110 calories with 2g sugars and naturally gluten free, Truly Vodka Seltzer style leads with a predominant fruit paired with a complementary fruited back note for a premium flavor combination and natural taste profile, it says.

Boston Beer Co. Director of Product Development Casey O'Neill describes the latest evolution of this refreshing, convenient and fun alternative to light beer as a no-brainer. “You could say the traditional vodka seltzer was my inspiration for Truly Hard Seltzer from day one for its refreshing taste and endless possibilities,” O’Neill stated. “Our team has spent countless months testing thousands of drinkers on hundreds of recipes and flavor combinations to get the latest and greatest extension of Truly just right. A spirits-based seltzer that's crisp, clean and flavorful had been my north star for Truly innovation, but it's safe to say we're just getting started.”

Matt Withington, director of marketing for Truly Hard Seltzer, added: “A trailblazer and tastemaker since coming onto the scene over five years ago, Truly is constantly innovating and challenging what drinkers expect from hard seltzer. We’ve earned our role as the ultimate beyond beer destination and are ready to elevate the canned cocktail space with our first spirits-based seltzer. We’re giving discerning drinkers a reason to trade up their vodka seltzer with a brand they know and love, Truly, plus six-times-distilled vodka and real fruit juice for a ‘truly’ unique drinking experience.”

To launch its new Truly Vodka Seltzer, Truly will kick off a 360-degree integrated campaign titled There’s Vodka in This! to drive awareness of the spirits-based offering supported largely via social and digital, and eCommerce in addition to retail and point-of-sale to drive trial. Additionally, Truly will target millennial drinkers by offering a “premium discount” for those enjoying their “premium years” through a promotion that plays on Truly's version of old and new: nostalgia and innovation. To learn more about the #TrulySeniorDiscount, follow Truly on Instagram @Truly or Twitter @TrulySeltzer.

Available beginning Oct. 11, Truly Vodka Seltzer is packaged in 12-ounce slim cans and will be sold variety eight-packs and single style eight-packs and four-packs at a suggested retail price of $9.99 (four-pack) to $17.99 (eight-pack).