NEW GEN Z 101: Unlock & Outlast Microtrends

Truly is opening a first-of-its-kind hard seltzer taproom in L.A. next year.

Oct 07 2021

Truly is opening a first-of-its-kind hard seltzer taproom in L.A. next year. With hard seltzer quickly rising as one of Gen Z and Millennials’ favorite alcoholic drinks, it was only a matter of time before one of the (many) buzzy hard seltzer brands opened a brick-and-mortar location. Enter Truly LA, a “fully immersive” 8,000 square-foot taproom featuring its iconic hard seltzer flavors on tap and live entertainment from “up-and-coming musicians, comedians, and artists.” And to top it off, Truly LA features both indoor and outdoor hang-out areas, food options inspired by global cuisines, and limited-edition merch. The brand is also partnering with Live Nation to bring concerts to the venue and plans to host collaborative events with “socially conscious organizations.” (Elite Daily)