Heineken introduces new hard seltzer brand

Dutch brewing company Heineken has announced the launch of its new hard seltzer brand, Pure Piraña.

Produced with all-natural flavours, the Heineken hard seltzer brand will be initially available in Mexican and New Zealand markets.

In Mexico, Pure Piraña will be available in three flavours including Grapefruit, Peach and Red Fruit flavours.

In New Zealand, the company will also be rolling out Raspberry and Lime flavours.

In a statement, the company said: “We are 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 us to test local preferences and investigate the potential of a rapidly growing category, whilst also exploring additional market introductions into this category.”

With 5% alcohol, Pure Piraña contains carbonated pure mineral water, natural fruit flavours and consists less amount of carbs and sugar and is vegan-friendly.

The company added that its new beverage contains less than 100 calories per 330ml, created to target the modern generation of consumers increasingly conscious of their consumption habits and lifestyle choices.

Pure Piraña will be added to Heineken’s portfolio, which has more than 300 global and local brands.

Heineken chief commercial officer Jan Derck van Karnebeek 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.”