Truly Hard Seltzer is using its own ingredients to champion the arts and stand out in a competitive RTD space.

On Thursday, the Boston Beer brand, which is marketed by Moosehead in Canada, is hosting a “Truly Flavour Face Off” at a former arts supply store in Queen West in Toronto. Four artists are showcasing their skills in real time, using acrylic paint derived from the fruit and natural pigments used to make the beverage.

The live “paint battle” will feature two teams of two artists, who will have just 90 minutes to create collaborative masterpieces. The event will also feature interactive installations, music and a bar serving up flavours of Truly Hard Seltzer that aren’t otherwise available in Ontario.

“We’re not just any RTD doing a sampling program, we are going the extra step and redirecting our advertising dollars toward the good of the artistic community,” says Julia Glynn, senior brand manager at Moosehead Breweries. “[The event] has a larger purpose and meaning behind it,” adding the brand is committing to the idea of supporting the arts long-term.

The event is an initiative of Truly’s “Make Space Project,” a commitment from the brand to find, fund and create opportunities for Canadian creatives. The genesis of the project was brand insights that only one third of Canadian creatives are optimistic about the future, and that 68% struggle to find somewhere to showcase their work.

“We believe that making space for new and emerging voices isn’t possible without making spaces for their work to be seen,” Glynn says.

Up to 80 sets of Truly Colours paint, along with a monetary donation, will also be provided to support up-and-coming artists through the Vancouver Visual Arts Foundation, a nonprofit that creates “advantageous opportunities by uniting people of diverse backgrounds and cultures through the power of art.”

Momentum Worldwide led the experience concept and activation, with Arrivals + Departures on strategy and creative, Media Experts for media planning and buying, and Craft PR on public relations.

Glynn tells strategy that using its stage to showcase Canadian creative talent was something it has also done previously when Truly aligned aligned itself with DJ culture to lean into the arts and self-expression.

Last summer, Truly Hard Seltzer introduced itself to Torontonians through an experiential event at Toronto’s Union Station complete with filters, glass and dichroic film, which changed colours depending on the angle of the sun.