Truly LA will open its doors, the first Truly Hard Seltzer bar and one of the first of its kind in the country. It was presented by singer Dua Lipa, who partnered with the alcoholic beverage brand to promote its bar, and the limited edition of Truly.
“I just wanted it to feel like summer in any way I could, and that felt very tropical and blissful,” Dua Lipa says of the new flavors, which will go on sale May 15 and will be available through July. The new proposal includes four new flavors: Strawberry Melon Fizz, Orange Peach Fizz, Piña Colada Style and Dua Lipa’s favorite, Kiwi Mojito Style.
The British artist adds that it was quite a discovery. “It was really when I came to the U.S. that I tried it,” says the celebrated singer, explaining that it’s not as popular in the U.K. as people imagine.
Hard seltzers became a craze in the summer of 2019, gaining popularity as an easy drinking option with less alcohol, calories and sugar than many other alcoholic beverages. Now, years later, the demand for these soft drinks has not diminished. According to market research firm TechSci Research, hard seltzers are forecast to have a compound annual growth rate of nearly 23% over the next five years. He attributes the growth, in part, to “increased demand for hard seltzers versus other carbonated and carbonated soft drinks,” as consumer lifestyles evolve, innovation continues in the marketplace and consumers believe hard seltzers are healthier options.
