As an expert sommelier and brewer, I can provide you with some insights into the situation with Truly. It is true that Truly Iced Tea is being discontinued as part of the brand's revamp. However, it is important to note that this decision was made in order to simplify the portfolio for wholesalers and retailers.
In the world of beverages, it is not uncommon for brands to periodically evaluate their product offerings and make adjustments based on market trends and consumer preferences. This appears to be the case with Truly. By focusing on their core lightly flavored fruit variants, Truly is streamlining their portfolio to better meet the demands of their customers.
While I do not have specific information on the reasons behind the decision to retire Truly Iced Tea, it is likely that the brand found that the demand for this particular variant was not as strong as their other offerings. This could be due to a variety of factors, such as changing consumer tastes or increased competition in the iced tea market.
It is worth noting that Truly is not completely eliminating the concept of seasonal flavors. Instead of offering Truly Iced Tea year-round, the brand will introduce a rotating trimester of seasonal variants. This allows Truly to provide consumers with new and exciting options throughout the year, while still maintaining a focused and streamlined product lineup.
As a sommelier and brewer, I understand the importance of constantly evolving and adapting to meet the preferences of consumers. It can be challenging to strike the right balance between offering a diverse range of products and simplifying the portfolio for wholesalers and retailers. Ultimately, the decision to discontinue Truly Iced Tea seems to be a strategic move by the brand to optimize their offerings and better align with market demands.
While Truly Iced Tea is being discontinued, it is part of a larger revamp of the brand's portfolio. By focusing on their core lightly flavored fruit variants and introducing seasonal options, Truly aims to provide a more streamlined and appealing lineup for their customers.