Truly Extra is over 50 percent stronger than the original.

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White Claw may have put hard seltzer on the map—and is still the top-seller—but Truly Hard Seltzer has been a strong second. Owned by the Boston Beer Company—which has experience with successful brands like Sam Adams, Angry Orchard, and Twisted Tea—Truly not only controls about a quarter of the hard seltzer market, but they've also been quick to innovate.

In January 2020, Truly launched its line of Truly Lemonade Hard Seltzer, which the brand says now holds a nearly nine-percent share of the entire hard seltzer category, and the brand's "first-of-its-kind" Truly Iced Tea Hard Seltzer, which launched this year, is also having strong sales out of the gate.

Cans of Truly Extra Hard Seltzer
Credit: Courtesy of Truly Hard Seltzer

So what's Truly's next trick? Well, the brand may not be first-to-market when it comes to higher ABV hard seltzers, but they seem to believe the idea has legs: Today, Truly announced the launch of Truly Extra Hard Seltzer—kicking up the alcohol to 8 percent ABV.

Truly says this iteration—which is over 50-percent stronger than the usual 5 percent ABV Truly—was tested last year and "received overwhelmingly positive drinker feedback," leading to today's nationwide launch. Truly Extra arrives in two flavors, Black Raspberry and Peach Mango, but still attempts to be a slimmer option with only one gram of sugar and 220 calories per 16-ounce can. The new product will target the convenience store crowd as a single-serve option.

"We saw an opportunity for a higher ABV product that had everything drinkers know and love about hard seltzer, without having to compromise on calories and sugar," Don Lane, VP of the Truly Brand, said in the announcement. "With this release, we're continuing to show drinkers that we're not only listening, we're delivering. Truly's foundation is built on the belief that no one is just one flavor, which is why we're expanding our portfolio yet again to offer options that suit anyone, any time, any place."

Along those lines, Truly brags that the brand "now has more than 20 different flavors and styles for drinkers to enjoy." But though variety is their big selling point, let this also serve as a reminder that next time you grab a Truly, you may want to double-check the ABV lest your seltzer be harder than you think.