Heineken Joins Hard Seltzer Craze

Sept. 18, 2020
Pure Piraña being launched in Mexico and New Zealand as tests for wider rollouts.

Heineken is exploring the hard seltzer category with the launch of Pure Piraña in Mexico and New Zealand. It will be available in up to nine flavors, enabling the Dutch brewer to test local preferences and investigate the potential of a rapidly growing category before adding more markets.

Pure Piraña contains fewer than 100 calories per 330ml can and 5% alcohol and is made with all-natural flavors. It's "aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices," the company said.

It will initially launch in Mexico, one of Heineken's largest markets, in grapefruit, peach and red fruit flavors, and in raspberry and lime in New Zealand.

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