Heineken is to launch its global hard seltzer brand Pure Piraña into the duty free cruise and airline markets. This follows domestic market launches in Mexico and New Zealand, and the gradual roll-out in selected European countries including the UK, Ireland, Portugal and Austria.
According to Heineken, ‘Pure’ stands for the simplicity of hard seltzer, crafted with carbonated purified water and natural flavourings, together with 4.5% alcohol. It is suited for the “modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices”, said the company.
Heineken Commercial Manager Global Duty Free Niek Vonk said: “Following the successful launch of Pure Piraña in domestic markets over the last year, we are now excited to be introducing the brand to our cruise and airline customers. Pure Piraña is a refreshing and tasteful sparkling water with alcohol, with 92 calories per 330ml. The hard seltzer category is growing and Heineken has big ambitions for Pure Piraña as part of our ‘beyond beer’ diversification strategy that caters to different consumer needs and drinking occasions. We are confident that this presents a growth opportunity for our customers in cruise and inflight.”
The “fruity-but-not-sweet” alcoholic alternative is available in two flavours: Lemon Lime and Red Berries. Pure Piraña is vegan friendly and gluten free, with no added sugar or sweeteners.
