Heineken is launching a new hard seltzer brand in Mexico and New Zealand called Pure Piraña, marking its first entry in the growing category.
Pure Piraña will initially launch in Mexico – one of Heineken’s largest markets – in grapefruit, peach and red fruit flavours, and in raspberry and lime flavours in New Zealand.
Each 5% ABV Pure Piraña flavour features a mix of carbonated mineral water and natural fruit flavours. Each drink reportedly contains fewer than 100 calories per 330ml can.
According to Heineken, up to nine different flavours will be released, which will enable the company to test local taste preferences and “investigate the potential of this growing category”. Heineken also hinted that it could also explore additional market introductions into this category.
Jan Derck van Karnebeek, chief commercial officer at Heineken said: “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.
“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.”
© FoodBev Media Ltd 2021
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