LOS ANGELES — Stepping out of her trailer rocking a neon lime halter top, denim shorts and a pair of knee-length strappy purple heels, Dua Lipa was exuding summer vibes on a sunny LA afternoon. Less than a day before, the London-bred singer/songwriter was in Las Vegas for the Grammys. Now, on an early April afternoon, she lit up the soon-to-open Truly LA, the first taproom from Truly Hard Seltzer and among the first of its kind in the country.
Dua Lipa partnered with the boozy beverage brand to promote its taproom as well as a limited-edition Truly variety pack. Launching May 15 and available through July, the new pack features four new flavors: Strawberry Melon Fizz, Orange Peach Fizz, Piña Colada Style and Dua Lipa’s favorite, Kiwi Mojito Style.
“I just wanted it to feel like summer in whatever way I could and that just felt very tropical and blissful,” Dua Lipa says of the new flavors.
Still under construction when I visited in April, Truly’s first brick-and-mortar location felt like an oasis in the heart of the Arts District in downtown LA, even as the singer’s glam squad, production and camera crew bustled in and out of the space.
A contrast to the neighboring Angel City Brewery, which has an industrial vibe, Truly LA felt crisp, clean and modern with a touch of fun, vibrant colors. The two drinking spots share the same parent company, Boston Beer Co. Truly LA is set to officially open May 25.
“How many new venues can boast that they’ve had a living legend like Dua, literally christening their bar, by pouring the first drink?” says Bradford Fullerton, operating manager for Truly LA.
Dua Lipa recalls her first memory of sipping hard seltzer. “It was really when I came to America that I tried (it),” she says, explaining that it’s not as popular in the UK. “It’s just so easy, it feels like the perfect summer drink, it’s perfect for a picnic when you’re with friends and the sun’s out.”
Hard seltzers became a craze in summer 2019, gaining popularity as an easy-to-drink option with less alcohol, calories, and sugar than many other alcoholic beverages. Now, years later, the demand for these fizzy drinks hasn’t waned. Hard seltzers are anticipated to have a compound annual growth rate of almost 23% over the next five years, according to market research firm TechSci Research. It attributes growth in part to the “surge in demand for hard seltzers over other carbonated and soda drinks” as consumers’ lifestyles evolve, innovation continues within the market and the consumer belief hard seltzers are healthier options endures.
In the middle of the Truly LA garden, shaded by a cherry blossom tree, Dua Lipa is starting her promotional photo shoot. Her hairstylist made sure her sleek brunette hair was in place before the cameras started rolling and the sips of Truly began.
Sans taproom goers, one could already envision the scene of Angelenos mingling and sippin’ on drinks inside the airy space filled with high ceilings, tall bar stools, large TV screens and colorful sofas placed in front of an intimate stage, ready to welcome performances from local music acts.
The 8,000 square foot, 350-person indoor/outdoor taproom will feature 12 drafts dedicated to Truly LA exclusive hard seltzer flavors like cucumber, flagship flavors, and a rotating selection of guest beers. Truly LA will also offer a selection of hard seltzer-based mixed drinks, which they’re calling Trulixers.
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Truly LA wouldn’t be complete without a California-inspired menu featuring snacks, small bites like roasted pineapple and candied-bacon skewers, and main dishes like tuna tartare wonton tacos and roasted tofu bolognese. Visitors will be able to eat out by the fire pit or right by the bar for easy refill access.
Along with her Truly partnership, Dua Lipa is in the middle of a worldwide tour, launching a lifestyle newsletter Service 95, and a new podcast show “At Your Service.” Through them all, she hopes to help “make people feel good, have fun and just be.”