Pure Piraña will come in a large range of nine flavors, allowing Heineken to test local preferences in Mexico and New Zealand. Meanwhile, hard seltzer brand Canijilla - launched in Mexico last year - will enter the US in select test markets with plans for a wider launch to follow.
Grapefruit, peach, lime
Beer giant Heineken will debut Pure Piraña in Mexico – one of its biggest markets – with Grapefruit, Peach and Red Fruit flavors. Meanwhile, New Zealand will test out Raspberry and Lime. The brand will start rolling out at the end of this month.
The 5% ABV drink is made with carbonated pure mineral water, contains less than 100 calories per 330ml can and is made with natural flavors.
Heineken says the launch demonstrates its commitment to exploring new categories and taste profiles in line with changing consumer demand.
The new hard seltzer is targeted at the ‘modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices’.
Jan Derck van Karnebeek, Chief Commercial Officer at Heineken said: “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.”
“It offers an exciting new taste experience for anyone looking for a low-calorie, fruity-but-not-sweet alcoholic drink option."
US launch: Canijilla
Meanwhile, Heineken is also testing Canijilla, its premium Mexican Hard Seltzer from Mexico, in a select number of markets in the US. Heineken launched the 5% hard seltzer in Mexico in 2019 in two flavors: limon-pepino and mango picosito.
The Link LonkSeptember 17, 2020 at 05:39PM
https://www.beveragedaily.com/Article/2020/09/17/Heineken-enters-hard-seltzer-category-with-Pure-Pirana-and-Canijilla
Heineken makes global push into hard seltzer category with Pure Piraña and Canijilla - BeverageDaily.com
https://news.google.com/search?q=hard&hl=en-US&gl=US&ceid=US:en
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