Heineken is setting up a new hard seltzer brand in Mexico and New Zealand named as Pure Piraña. This marks its debut entry in the growing category.

Initially, Pure Piraña will be launched in Mexico which is one of the largest markets of Heineken in peach, grapefruit, and red fruit flavours, and New Zealand is serving as the market for raspberry and lime flavours.

Each 5% ABV category Pure Piraña flavour contains a blend of carbonated mineral water and natural fruit flavours. Each drink can contains less than 100 calories per 330ml, according to the reports say.

As per Heineken, about 9 different flavours will be launched, which will make the company able enough to analyze the local taste choices and “inspect the potential of this growing category”. Heineken also pointed that it could also explore some more market introductions into this bracket.

Jan Derck van Karnebeek, chief commercial officer of Heineken declared- “Innovation is embedded in everything we do at Heineken which is why we consistently use our expertise to create new and exciting taste experiences for customers.

He further added- “We are observing that more and more people desire for a low-calorie alcoholic alternative and the result is the high-pace growth of the hard seltzer category. The release of Pure Piraña provides a way for us to meet customers’ evolving requirements and explore a new growth opportunity for our trade.”


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