Heineken has announced the launch of Pure Piraña hard seltzer brand in Mexico and New Zealand.
The move marks the entry of the brewer into the hard seltzer category.
Pure Piraña will offer up to nine different variants to test local preferences and explore additional markets.
The beverage, made of natural flavours, contains less than 100 calories per 330ml.
It is aimed at consumers who are conscious of their consumption habits and lifestyle choices, the brewer said.
'Low-Calorie Alcoholic Alternative'
Chief commercial officer at Heineken, Jan Derck Van Karnebeek, commented, “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 made with carbonated pure mineral water, a dash of natural fruit flavours, and 5% alcohol.
Initially, the beverage will be launched in Mexico in grapefruit, peach, and red fruit flavours, and in raspberry and lime in New Zealand, Heineken added.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
