Pure Piraña ready to refresh Europe with the expansion of its hard seltzer
Heineken
Pure Piraña is alcohol re-imagined. “Pure” stands for the beautiful simplicity of hard seltzer, crafted with carbonated purified water and a dash of natural flavourings, together with 4.5% alcohol. Just like its namesake, Pure Piraña is a social animal with a zest for life – which makes it perfect for a modern generation of consumers who swim against the current in their endeavour for change.
“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." Cecilia Bottai Mondino, HEINEKEN Global Head Flavoured Beverages
In Europe, the fruity-but-not-sweet alcoholic alternative will be available in three refreshing flavours: Lemon Lime, Red Berries and Grapefruit. Pure Piraña is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.
Other news from the department business & finance
Get the food & beverage industry in your inbox
From now on, don't miss a thing: Our newsletter for the food & beverage sector brings you up to date every Tuesday and Thursday. The latest industry news, product highlights and innovations - compact and easy to understand in your inbox. Researched by us so you don't have to.