Heineken launches new hard seltzer brand in New Zealand and Mexico
Heineken has launched a hard seltzer brand dubbed, Pure Piraña, in the Mexican and New Zealand markets.
The beer maker says the brand will be available in a choice of up to nine different flavours, as it seeks to test local preferences and investigate the potential of a rapidly growing category, whilst also exploring additional market introductions into this category.
Heinken says Pure Piraña demonstrates its commitment to crafting new taste profiles in line with consumers’ ever-changing demands. Containing fewer than 100 calories per 330ml 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, Heineken: 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 mix of carbonated pure mineral water, a dash of natural fruit flavours and contains 5 per cent 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 the beer maker’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.