# Wickedly Dark Hard Seltzers Truly Midnight Hard Seltzer is a Limited-Edition Halloween Treat By Laura McQuarrie | Published 2022-10-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/truly-midnight-hard-seltzer-i References: [foodnetwork](https://www.foodnetwork.com/fn-dish/news/where-to-buy-truly-midnight-hard-seltzer-halloween) & [mobile.twitter](https://mobile.twitter.com/trulyseltzer/status/1585360566260215808)  Truly Midnight Hard Seltzer is a new and limited-edition spiked seltzer that's said to be "as wickedly dark as it is delicious." This new hard seltzer flavor for Halloween tastes of [blackberry lemon](https://www.trendhunter.com/trends/white-claw-blackberry) and it gets its naturally dark color from natural juice extracts and concentrates. This dark and mysterious bubbly beverage offers a taste of some of the innovation that comes out of the brand's small-batch flavor innovation lab, the [Truly Flavor Lab](https://www.trendhunter.com/trends/truly-hard-seltzer-dream-pack). As the brand stated in a press release, "In the heart of Downtown L.A., the wizards behind Truly Midnight Hard Seltzer ... mix the latest potions and never-before-seen concoctions, resulting in drinks that offer a truly one-of-a-kind experience." This standout hard seltzer can be found in a holographic can, almost as if [Truly Hard Seltzer](https://www.trendhunter.com/trends/truly-vodka-seltzer) has chosen to dress up its regular cans in a costume for Halloween. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 16% | Activity: 30% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Limited-edition Beverages:** Exploring new and unique flavors that are only available for a limited time can help brands create excitement and anticipation among consumers. - **Small-batch Innovation Labs:** Establishing innovation labs where experts can experiment and develop new flavors can help brands stay ahead of the competition. - **Halloween-themed Products:** Creating limited-edition products tailored to holidays and special events can increase customer engagement and drive sales. ### Who This Affects Most - **Alcoholic Beverages:** Innovation in the alcoholic beverage industry can come from exploring new flavor profiles and developing unique limited-edition products. - **Consumer Packaged Goods:** Consumer packaged goods companies can benefit from establishing innovation labs to develop new and creative products. - **Marketing and Advertising:** The marketing and advertising industry can capitalize on the trend of holiday-themed products by creating engaging campaigns and promotions around them. ## Related on Trend Hunter - [Limited-Edition Hard Seltzer Packs](https://www.trendhunter.com/trends/truly-hard-seltzer-dream-pack.md) - [Spirits-Based Seltzers](https://www.trendhunter.com/trends/truly-vodka-seltzer.md) - [Festive Hard Seltzer Beverages](https://www.trendhunter.com/trends/holiday-party-pack-2.md) - [Hybrid Margarita Hard Seltzers](https://www.trendhunter.com/trends/margarita-style-hard-seltzers.md) - [Margarita-Style Flavored Hard Seltzers](https://www.trendhunter.com/trends/flavored-hard-seltzers.md) - [Hard Seltzer-Inspired Vodkas](https://www.trendhunter.com/trends/truly-flavored-vodka.md) - [High-ABV Lemonade Hard Seltzers](https://www.trendhunter.com/trends/truly-unruly-lemonade.md) - [Autumnal Berry Hard Seltzers](https://www.trendhunter.com/trends/white-claw-blackberry.md) - [Hot Wing-Inspired Seltzers](https://www.trendhunter.com/trends/hot-winginspired-seltzers.md)