Truly Hard Seltzer Renames Town 'Believe, USA' in 12-Can U.S. Soccer Campaign
Boston Beer’s Truly Hard Seltzer will rename one town 'Believe, USA' and launch 12 limited-edition cans celebrating 11 host cities and the nation as Official Hard Seltzer of U.S. Soccer. The campaign also includes nationwide fan activations, a four-flavor Star Squad Pack, and branded pop-up events throughout the summer.
1. Campaign Launch
Truly Hard Seltzer has been named the Official Hard Seltzer of U.S. Soccer as the 2026 tournament arrives on American soil. The brand is executing its largest marketing initiative ever to capitalize on fan enthusiasm and drive summer sales.
2. Believe, USA Town Renaming
Truly is holding a nationwide contest through April 26 to identify one town for official renaming to Believe, USA. The winning community will receive branded signage, lamp posts, a ribbon-cutting with a U.S. Soccer legend, and a pop-up Truly Believe Bar as the tournament party hub.
3. Limited-Edition Cans and Star Squad Pack
The campaign features a 12-can collectible series spotlighting 11 host cities plus a national design, available in 24 oz. cans while supplies last. A complementary Star Squad Pack offers four flavors—Watermelon Wave, Orange Slices, Baller Berry and Red, White & Tru—each at 5% ABV and 100 calories.
4. Nationwide Fan Activations
Throughout the summer, Truly will deploy branded pop-up events, out-of-home advertising, bar programming and a soccer anthem across linear TV, streaming and in-stadium screens. Fans can join celebrations in major cities and rally behind the U.S. Men’s National Team with themed retail and on-premise activations.