Heineken to launch hard seltzer brand Pure Piraña in Europe

Dutch brewing company Heineken is set to launch its hard seltzer brand Pure Piraña in the European market.

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

Heineken’s global head of flavoured beverages Cecilia Bottai Mondino said: “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 92kcal. I’m proud that we are now sharing this taste experience and the fun of Pure Piraña with consumers across Europe.”

The alcoholic alternative will be available in three different flavours in the EU, namely Lemon Lime, Red Berries and Grapefruit.

The new product will initially launch in Austria, Ireland, Netherlands, Portugal and Spain.

The Dutch firm intends to launch the product in markets such as the UK later this year and into 2022.

Containing 4.5% alcohol, Pure Piraña is crafted using carbonated purified water (CW) and natural flavourings.

In Mexico, Pure Piraña was made available in Grapefruit, Peach and Red Fruit flavours and in New Zealand it was rolled out in Raspberry and Lime.

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