Pure Piraña is Ready to Refresh Europe with Hard Seltzer Expansion

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.

Cecilia Bottai Mondino, global head flavoured beverages at HEINEKEN said: “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.”

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.