News Is The Hard Seltzer Boom Over?

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Boston Beer announced last week in their quarterly financial statement that sales for Truly hard seltzer were significantly lower than expected and dropped their target sales for the balance of the year. The announcement immediately triggered some in the industry to ponder if the meteoric rise of the hard seltzer category has come to an end. Even the mainstream press jumped in, with CNN posting the headline, “The hard seltzer craze has come to an end.”
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