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HEINEKEN's hard seltzer brand moves into European markers throught 2021 and into 2022
Pure Piraña, HEINEKEN’S global hard seltzer brand, is getting ready to expand into Europe. Following the launch in Mexico and New Zealand last year, Pure Piraña is poised to dive into the European summer to meet consumer demand across the region. The hard seltzer will be available in Austria, Ireland, Netherlands, Portugal and Spain, with other markets such as the UK joining the hard seltzer trend throughout the year and into 2022.
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.