Heineken steps into the hard seltzer category

Jacopo Mazzeo

Jacopo Mazzeo

17 September 2020

Brewing giant Heineken has just entered the hard seltzer category with the launch of the Pure Piraña brand

The new range will be initially introduced in Mexico – one of Heineken's largest markets – and New Zealand with the intention to investigate the category's potential to eventually roll it out to other markets.

'Innovation is embedded in everything we do at Heineken, which is why we continuously use our expertise to create new and exciting taste experiences for consumers,' said Heineken chief commercial officer, Jan Derck van Karnebeek. 'We are seeing more and more people look for a low-calorie alcoholic alternative and the result is the rapid growth of the Hard Seltzer category. The launch of Pure Piraña offers a way for us to meet customers’ evolving needs and explore a new growth opportunity for our business.'

The drinks all come into 330ml cans, contain 96 calories each and have an abv of 5%.

The Pure Piraña range comes in up to nine different flavours: initially, Grapefruit, Peach and Red Fruit will be introduce into Mexico, while Raspberry and Lime will be heading to New Zealand.

POA/300ml, Heineken, theheinekencompany.com

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