Professor: Larry Lubin
Schedule: Tuesdays, 6:20pm - 8:50pm
Credits: 3-credit course


The challenge:

Hard seltzer market growth has slowed recently with fewer consumers entering the category. Truly continues to grow by introducing product innovations such as lemonade and punch. Going forward, Truly wants to develop product and marketing innovations that will bring new people to the category and give category users reasons to buy the Brand. The students will choose one of two Truly challenges: 1) develop a new product innovation or 2) develop a marketing innovation that will create consumer excitement and generate social media buzz.


About the organization:

Truly Hard Seltzer is a clean, crisp and refreshing hard seltzer with a hint of fruit flavor and just 100 calories, 1g sugar and 5% ALC/VOL. Truly Hard Seltzer is crafted with simple, naturally gluten-free ingredients and contains alcohol made from cane sugar. It is now available in 27 delicious flavors, including five flavors of Truly Lemonade Hard Seltzer, four flavors of new Truly Iced Tea Hard Seltzer, four flavors of new Truly Punch Hard Seltzer, and two flavors of new Truly Extra Hard Seltzer with 8% Alc/vol. Truly is owned by Boston Beer Company, which owns brands such as Samuel Adams, Twisted Tea, Angry Orchard Hard Cider, and other local craft beer brands.


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