Truly Hard Seltzer Renames Hoboken “Believe, USA,” Opens Pop-Up Bar
SAM•Truly Hard Seltzer renamed Hoboken “Believe, USA” for this summer’s U.S. Soccer tournament and opened the Truly Believe Bar pop-up at 76 River Street with USMNT legend Brian McBride as honorary mayor. The campaign features limited-edition soccer packs, a Hoboken Business Alliance donation and fan activations to boost engagement.
1. City Renamed Believe, USA
Boston Beer’s Truly Hard Seltzer and U.S. Soccer awarded Hoboken, New Jersey the title “Believe, USA” for the duration of the summer tournament, making it the official capital of American soccer fandom with a formal proclamation by Mayor Emily B. Jabbour.
2. Pop-Up Bar Launch
The Truly Believe Bar opened at 76 River Street as a dedicated fan destination, complete with U.S. Soccer jerseys, memorabilia and a photo wall, and USMNT legend Brian McBride was installed as the bar’s honorary mayor.
3. Drink Like a Believer Campaign
The tournament-long campaign features limited-edition Truly Star Squad packs, collectible city cans and on-site activations, all designed to drive retail sales and deepen engagement among U.S. Soccer fans.
4. Local Donations and Impact
Truly Hard Seltzer pledged a donation to the Hoboken Business Alliance in support of local restaurants, bars and small businesses, aiming to leave a lasting economic benefit for the one-square-mile city.
