Heineken has announced plans to introduce its Pure Piraña hard seltzer to the European market this year.
The brand will intially be available in Austria, Ireland, Netherlands, Portugal and Spain, with other markets such as the UK joining throughout the year and into 2022.
Pure Piraña, first launched in Mexico and New Zealand last year, is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices, according to Heineken.
'Promising Results'
Cecilia Bottai Mondino, global head of flavoured beverages at Heineken, commented, "Following the launch of Pure Piraña in New Zealand and Mexico, with promising results last year, we are excited to be introducing the brand into Europe.
"Pure Piraña is a refreshing and tasteful sparkling water with alcohol, at only 92 calories. I'm proud that we are now sharing this taste experience and the fun of Pure Piraña with consumers across Europe."
'Alcohol Re-imagined'
Heineken describes the brand as 'alcohol re-imagined,' with 'Pure' reflecting the beautiful simplicity of hard seltzer crafted with carbonated purified water and a dash of natural flavourings, together with 4.5% alcohol.
The fruity-but-not-sweet alcoholic drink will be available in three flavours: Lemon Lime, Red Berries and Grapefruit.
© 2021 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.
