Understanding Truly's Sweetener Strategy
Truly Hard Seltzer's market success is partly due to its ability to offer a range of products with different sweetness levels and calorie counts. This is achieved through a targeted approach to sweetening, where the classic hard seltzer line uses a different method than the newer flavored lines like Lemonade and Punch. The foundation for all Truly products is fermented cane sugar, but the finishing sweeteners provide the distinct character of each variety.
The Fermentation Process: The Base of All Truly Products
Before any additional sweetening takes place, Truly products begin with a base of filtered water and alcohol derived from fermented cane sugar. During fermentation, yeast consumes the sugar and converts it into alcohol. This process is similar to how beer is brewed, though the resulting alcohol base is much cleaner and more neutral, allowing the added flavors to shine. This fermented cane sugar base is what provides the alcohol content and contributes a portion of the total calories and carbohydrates.
Classic Truly Hard Seltzer: Simple Sweeteners
In its classic hard seltzer varieties, Truly keeps the ingredient list notably simple. The flavors are derived from natural sources, often indicated as "natural flavors" and fruit juice from concentrate. The primary sweetener is the residual cane sugar from the fermentation process, though in some citrus varieties, cane sugar may be added directly. This minimal approach results in a very crisp, light flavor profile with only 1 gram of sugar per 12oz can.
Lemonade and Punch Lines: Blended Sweeteners
For its more robustly flavored products, like the Lemonade, Punch, and Unruly lines, Truly utilizes a blend of different sweeteners to achieve a sweeter, more juice-like taste profile.
- Stevia Sweetener: A natural, zero-calorie sweetener derived from the stevia plant.
- Sucralose: An artificial, non-caloric sweetener, commonly known by the brand name Splenda.
- Acesulfame Potassium: Another artificial, calorie-free sweetener.
This combination allows for a sweeter taste while still keeping the overall sugar content very low, at just 1 gram per 12oz serving, and maintaining the 100-calorie count. This use of a sweetener blend is key to differentiating these product lines from the classic hard seltzers.
How Truly's Ingredients Compare Across Products
| Feature | Classic Truly Hard Seltzer | Truly Lemonade & Punch |
|---|---|---|
| Sweeteners Used | Primarily cane sugar, natural flavors, fruit juice concentrate. | Blend of cane sugar, stevia, sucralose, and acesulfame potassium. |
| Flavor Profile | Crisp, light, and subtle fruit flavors. | Sweeter, more pronounced, and juice-like fruit flavors. |
| Added Sugar | Some varieties may include added cane sugar. | Contains added cane sugar alongside other sweeteners. |
| Calories | Typically 100 calories per 12oz serving. | Also typically 100 calories per 12oz serving. |
| Sweetener Perception | Minimal sweetness, focuses on natural fruit notes. | Noticeably sweeter and fuller-flavored, designed to mimic lemonade and punch. |
| Label Claim | Often promoted as having 'no artificial sweeteners'. | Disclosed as containing both sugar and artificial sweeteners. |
The Role of Natural Flavors and Juices
Beyond the primary sweeteners, Truly uses real fruit juice from concentrate and other natural flavors to build the distinctive taste of each seltzer. For instance, a flavor like Wild Berry uses strawberry, raspberry, and blackberry juices from concentrate. The inclusion of these ingredients adds an authentic fruit essence that complements the sweetness and contributes to the overall flavor experience.
Truly's Commitment to Transparency
Truly is transparent about its ingredients, making it easy for consumers to review the nutritional information and ingredient lists on their website and on product packaging. They clearly state on their FAQ page that the Lemonade and Punch varieties use a blend of sugar and artificial sweeteners, distinguishing them from the classic seltzer line which avoids artificial sweeteners. This transparency allows consumers to make informed choices based on their dietary needs and preferences, whether they prefer a simpler, less-sweet profile or a more flavorful, juice-inspired drink.
Conclusion
In summary, how Truly's are sweetened is not a single answer but rather a product-specific one. The base of all Truly hard seltzers is alcohol fermented from cane sugar. For classic hard seltzers, added sweetness is minimal and primarily from natural sources, such as cane sugar and fruit juice concentrates. In contrast, Truly's Lemonade and Punch varieties use a more complex blend that includes cane sugar, stevia, sucralose, and acesulfame potassium to achieve a sweeter, more pronounced fruit flavor. By understanding the different sweetener strategies used across product lines, consumers can select the option that best fits their taste and ingredient preferences. For more details on hard seltzer ingredients, the Wine Enthusiast has a useful guide on how hard seltzer is made.
