Heineken launches new arduous seltzer model in Mexico and New Zealand
Pure Piraña shows Heineken's commitment to creating new flavor profiles that meet the ever-changing needs of consumers
Heineken explore the Hard Seltzer category with the launch of Pure piraña in Mexico and New Zealand. It will be available in a selection of up to nine different flavors so the company can test local preferences and explore the potential of a rapidly growing category, as well as investigate additional launches in that category.
Pure Piraña shows Heineken's commitment to creating new flavor profiles that meet the ever-changing needs of consumers. The new drink contains less than 100 calories per 330 ml can and is made with natural flavors. It is aimed at a modern generation of consumers who are increasingly aware of their consumption habits and their lifestyle.
“Innovation is embedded in everything we do at Heineken. That is why we continuously use our know-how to create new and exciting taste experiences for consumers. We're seeing more and more people looking for a low-calorie alcoholic alternative, and the result is the rapid growth of the Hard Seltzer category. The launch of Pure Piraña gives us the opportunity to meet the changing needs of our customers and explore a new growth opportunity for our company, ”said Jan Derck Van Karnbeek, Chief Commercial Officer.
Pure Piraña is a refreshing blend of carbonated pure mineral water, a dash of natural fruit flavors and contains 5% alcohol. The result is a hard seltzer that is low in carbohydrates, low in sugar, low in calories and also vegan-friendly. Pure Piraña will initially be launched in Mexico, one of our largest markets, in grapefruit, peach and red fruit flavors, and raspberry and lime in New Zealand.