HEINEKEN launches new Hard Seltzer brand

Pure Piraña, developed with all-natural flavours, enters Mexican & New Zealand markets

HEINEKEN is exploring the Hard Seltzer category with the launch of Pure Piraña in Mexico and New Zealand. It will be available in a choice of up to nine different flavours, enabling HEINEKEN to test local preferences and investigate the potential of a rapidly growing category, whilst also exploring additional market introductions into this category.

Pure Piraña demonstrates HEINEKEN’s commitment to crafting new taste profiles in line with consumers’ ever- changing demands. Containing fewer than 100 calories per 330 ml can and made with all-natural flavours, the new beverage is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.

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.”

Pure Piraña is a refreshing mix of carbonated pure mineral water, a dash of natural fruit flavours and contains 5 % alcohol. The result is a Hard Seltzer that is low in carbs, low in sugar, low in calories and is also vegan-friendly. 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 in New Zealand.

Pure Piraña joins HEINEKEN’s portfolio of more than 300 global and local brands.