Campari Group is to produce The Boston Beer Co’s Truly hard seltzer in Australia.
The Milan-based group’s in-market subsidiary, Campari Australia, will manufacture and distribute Truly locally from February. The alcoholic sparkling water will roll out in several flavours and join Campari’s other brands in Australia including Aperol, Wild Turkey and Campari.
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Truly is the US’s second-biggest hard seltzer by value and volumes behind Mark Anthony Brands’ White Claw. The brand is still growing in the US, boosted by extensions including Truly Punch. However, earlier this year, Boston Beer took a write-down on its hard seltzer stock after having overestimated consumer demand.
Campari’s Australia MD, Simon Durrant, said seltzer RTDs “really have exploded” in the country as consumers look for “flavour-forward drinking experiences and choice”.
“The introduction of Truly in Australia, through our partnership with Boston Beer, will enable us to seriously play in this category,” Durrant added.
Hard seltzer producers will be confident of growing outside of the US after a report this week said the category will be the key driver of a global increase in RTD volumes. According to The IWSR, hard seltzer volumes in the UK are set to increase by 90% and by 84% in China to 2025.
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By GlobalDataIn Australia, the estimated growth rate is 24% a year.
