The hard seltzer movement has been a historic sea change in the brewing world, with Americans expected to consume more ready-to-drink beverages by volume than wine by the end of 2021. Granted, some indications exist that hard seltzer’s meteoric rise may be slowing down, but at least one of America’s top brands has a new plan to keep the party going: Truly Hard Seltzer is opening its first dedicated taproom.
Scheduled to arrive early next year, Truly LA — as this brick-and-mortar taproom will be called — broke ground on the 8,000-square-foot, 350-person capacity indoor/outdoor venue in Downtown Los Angeles in August. Though a number of smaller hard seltzer brands have their own taprooms, a spokesperson for Truly said that their forthcoming Truly facility will be the first taproom for a major national hard seltzer brand. At the very least, since White Claw doesn’t have a dedicated taproom, Truly — as America’s second best-selling brand — will be the largest hard seltzer brand with a taproom.
“Our drinkers are all about exploration and discovery, and we want to give them that in unexpected ways,” explained Lesya Lysyj, CMO of the Boston Beer Company, which owns the Truly along with other major alcoholic beverage brands like Sam Adams and Angry Orchard. “We wanted to do something no one else has done — and that’s how Truly LA was born. At its core, our brand is all about bringing people together and forming genuine connections, and Truly LA is a physical representation of that sentiment.”
Truly LA’s 12 taps will feature beverages from the brand’s large range of varieties which beyond “classic” hard seltzers also includes lemonades, iced teas, and punch, as well as new flavors that promise to be exclusive to the taproom. Additionally, the complex will have a “globally-inspired” menu of “light bites” and, of course, Truly merchandise, including limited-release items.
Finally, the space will also host live entertainment from local “up-and-coming musicians, comedians and artists” as well as larger events, thanks to Truly’s existing partnership with Live Nation. Truly says these latter events, which include their Truly Inspired concert series and comedy shows, will also be livestreamed for at-home viewing.
Truly LA will be located at 213 Alameda Street in the Los Angeles Arts District adjacent to the Angel City Brewery which, unsurprisingly, is a brand that has also been owned by the Boston Beer Company since 2012.
This story originally appeared on Food & Wine.