Truly Goes Brick-and-Mortar with Art-Inspired Taproom
Boston Beer Co.'s Truly Hard Seltzer opened Truly LA, its first brick-and-mortar location, in downtown Los Angeles on May 25. The immersive seltzer taproom offers visitors new and exclusive flavors, a menu of seasonal shared plates as well as live entertainment from local emerging musicians, comedians and artists.
Spanning 8,000 square feet, Truly LA includes an indoor and outdoor taproom fit to hold 350 people as a way to bring the seltzer brand to life in a new, dynamic way and promote discoverability of its products, according to a news release. From exclusive flavors from one of ten taps and cocktail-inspired seltzers to a globally inspired food menu, Truly’s taproom aims to provide guests with a unique brand experience of its own.
Located in the heart of the downtown Los Angeles Arts District, adjacent to the Angel City Brewery, the brand positions Truly LA as a cultural hub featuring local artist-commissioned murals spanning the exterior and a regular event calendar of entertainment in the space.
Art and creativity are a theme of Truly LA, which includes a stage that features intimate shows in partnership with Live Nation. Select performances will also be livestreamed from the taproom so people anywhere can tune in.
"Innovation and exploration are at the core of our mission at Truly LA," said operating manager Bradford Fullerton, in the May news release. "We are providing something entirely new for our drinkers while creating a vibrant, fully immersive venue to attract new fans and culture seekers."
After almost a year of collaboration with design collaborative and architecture firm Bergmeyer, Truly LA was "purposefully designed to galvanize the connections between brand and consumer while setting the baseline for an authentic hard seltzer experience," said Brian Perlow, principal of Bergmeyer, in the release.
"Truly LA blurs the lines between the hardscape of the Arts District and a lush outdoor garden area before transitioning to a bright and inventive pavilion," Perlow added. "This is where Truly Hard Seltzer is the star of the show, tapping into the creative culture of the neighborhood and engaging Truly drinkers in an experience that emphasizes fresh-flavored adventure and discovery."
Truly LA is the twelfth of Boston Beer Co.'s hospitality locations, joining the Sam Adams Taproom in Boston; the historic Sam Adams Brewery and Taproom in the Jamaica Plain neighborhood of Boston; the Sam Adams Taproom in Cincinnati; four Dogfish Head locations in Delaware and one in Miami; the Angry Orchard Innovation Cider House in Walden, N.Y.; the Angel City Brewery in Los Angeles; and the Coney Island Brewery in New York City.
Truly has said it is committed to partnering with "like-minded, socially conscious" organizations with a strong focus on inclusivity, and will work with partners in the Los Angeles community to give back.
