Subscribe Login
DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
Drinks

Heineken To Roll Out Pure Piraña In Europe

Heineken has announced plans to introduce its Pure Piraña hard seltzer to the European market this year.

The brand will intially be available in Austria, Ireland, Netherlands, Portugal and Spain, with other markets such as the UK joining throughout the year and into 2022.

Pure Piraña, first launched in Mexico and New Zealand last year, is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices, according to Heineken.

'Promising Results'

Cecilia Bottai Mondino, global head of flavoured beverages at Heineken, commented, "Following the launch of Pure Piraña in New Zealand and Mexico, with promising results last year, we are excited to be introducing the brand into Europe.

"Pure Piraña is a refreshing and tasteful sparkling water with alcohol, at only 92 calories. I'm proud that we are now sharing this taste experience and the fun of Pure Piraña with consumers across Europe."

'Alcohol Re-imagined'

Heineken describes the brand as 'alcohol re-imagined,' with 'Pure' reflecting the beautiful simplicity of hard seltzer crafted with carbonated purified water and a dash of natural flavourings, together with 4.5% alcohol.

The fruity-but-not-sweet alcoholic drink will be available in three flavours: Lemon Lime, Red Berries and Grapefruit.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

Stay Connected With Our Weekly Newsletter

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our Terms & Conditions and Privacy Policy
Enjoy unlimited digital access for 30 days
Get exclusive access to the latest grocery retail & FMCG news, interviews with industry leading executives, and expert analysis on the trends shaping the sector today
Enjoy unlimited digital access for 30 days
Enjoy unlimited digital access for 30 days
Get exclusive access to the latest grocery retail & FMCG news, interviews with industry leading executives, and expert analysis on the trends shaping the sector today
Enjoy unlimited digital access for 30 days