Ian Fleming once wrote, “Once is happenstance. Twice is coincidence. Three times is enemy action.” Why are we thinking about that quote? Because we’re getting very close to believing someone is taking enemy action against our digestive systems. Fresh off the news that Burt’s Bees and Hidden Valley joined forces for a set of bizarre buffalo wing-flavored lip balms, Truly is unleashing its own strange spicy brew. The drink company has launched—and we absolutely swear this is true— a new Hot Wing Sauce Hard Seltzer. It combines two of football fans’ favorite game day activities: drinking and doing something we regret the next day.

A white and orange/red box of Truly Hot Wing Sauce Hard Seltzer with two opens can in front of it

Truly’s new limited-edition flavor will let pigskin lovers combine the taste of eating hot wings with the experience of drinking an adult beverage. Why? Please don’t expect any sort of rational for the existence of this drink beyond “because.” (Which is usually enough for us.) As for what it tastes like, Truly’s says its Hot Wing Sauce Hard Seltzer concoction with an ABV of 5% brings the “zesty kick” of hot wings to to its “light seltzer base.”

Yeah. Sure. Why not? We’ve eaten and drank far worse during a football game before. And also just in general.


The beverage company says its spicy seltzer will go on sale ahead of this year’s proverbial “big game.” You’ll be able to grab a four-pack of 16-ounce cans when they hit stores in select markets beginning on January 29. Don’t wait if you want some, though. This saucy seltzer, with a listed price of $24, won’t be around long.

As to whether another strange hot wing-flavored product will soon be announced, we have no idea. These back-to-back lip balms and hard seltzers might be nothing more than a coincidence. If a third one follows them soon we’ll know there’s enemy action against our stomachs and tongues.