HEINEKEN has launched new Hard Seltzer brand “Pure Piraña” in Mexico and New Zealand in 330ml can. It comes with a choice of up to nine different flavours. Pure Piraña is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.
“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,” Jan Derck van Karnebeek, chief commercial officer at Heineken said.
Hard Seltzer is low in carbs, sugar, calories and is also vegan-friendly. Pure Piraña will initially launch in Mexico, one of our largest markets, in Grapefruit, Peach and Red Fruit flavours, and in Raspberry and Lime in New Zealand.
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