Truly Reformulates to be more “Crisp” and “Refreshing”; Also Launching Lemonade

Dear Client: Some big news on this otherwise sleepy Columbus Day: Boston Beer has just announced a revamp of their 13 Truly Hard Seltzer flavors, to be more "crisp" and "refreshing." The other headline: They're also rolling out a Truly Lemonade Hard Seltzer flavor early next year.  The retooled Truly has a stronger flavor, with a more "fruit-forward" aroma and a crisper finish without lingering bitterness, they say. Retooled products are rolling now and "transitioning throughout the next few weeks."