HEINEKEN Launches New Hard Seltzer Brand
17 Settembre 2020 - 8:00AM
HEINEKEN Launches New Hard Seltzer Brand
Pure Piraña, developed with all-natural flavours, enters Mexican
& New Zealand markets
Amsterdam, 17 September 2020 – HEINEKEN is exploring the Hard
Seltzer category with the launch of Pure Piraña in Mexico and New
Zealand. It will be available in a choice of up to nine different
flavours, enabling HEINEKEN to test local preferences and
investigate the potential of a rapidly growing category, whilst
also exploring additional market introductions into this
category.
Pure Piraña demonstrates HEINEKEN’s commitment to crafting new
taste profiles in line with consumers’ ever-changing demands.
Containing fewer than 100 calories per 330ml can and made with
all-natural flavours, the new beverage is aimed at a modern
generation of consumers who are increasingly conscious of their
consumption habits and lifestyle choices.
Jan Derck van Karnebeek, Chief Commercial Officer at HEINEKEN
said: “Innovation is embedded in everything we do at HEINEKEN,
which is why we continuously use our expertise to create new and
exciting taste experiences for consumers. We are seeing more and
more people look for a low-calorie alcoholic alternative and the
result is the rapid growth of the Hard Seltzer category. The launch
of Pure Piraña offers a way for us to meet customers’ evolving
needs and explore a new growth opportunity for our business.”
Pure Piraña is a refreshing mix of carbonated pure mineral
water, a dash of natural fruit flavours and contains 5% alcohol.
The result is a Hard Seltzer that is low in carbs, low in sugar,
low in calories and is also vegan-friendly. Pure Piraña will
initially launch in Mexico, one of HEINEKEN’s largest markets, in
Grapefruit, Peach and Red Fruit flavours, and in Raspberry and Lime
in New Zealand.
Pure Piraña joins HEINEKEN’s portfolio of more than 300 global
and local brands.
Editorial InformationPress
enquiries
Hannah Nottage / Michael
Fuchs
E-mail: pressoffice@heineken.com
Tel:
+31-20-5239-355
Investor and analyst enquiriesFederico Castillo
Martinez/ Janine Ackermann / Robin AchtenE-mail:
investors@heineken.comTel: +31-20-5239-590
About HEINEKENHEINEKEN
is the world's most international brewer. It is the leading
developer and marketer of premium beer and cider brands. Led by the
Heineken® brand, the Group has a portfolio of more than 300
international, regional, local and specialty beers and ciders.
HEINEKEN is committed to innovation, long-term brand investment,
disciplined sales execution and focused cost management. Through
"Brewing a Better World", sustainability is embedded in the
business. HEINEKEN has a well-balanced geographic footprint with
leadership positions in both developed and developing markets. It
employs over 85,000 employees and operates breweries, malteries,
cider plants and other production facilities in more than 70
countries. Heineken N.V. and Heineken Holding N.V. shares trade on
the Euronext in Amsterdam. Prices for the ordinary shares may be
accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on
Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level
1 American Depositary Receipt (ADR) programmes: Heineken N.V.
(OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most
recent information is available on HEINEKEN's website:
www.theHEINEKENcompany.com and follow us on Twitter via
@HEINEKENCorp.
About Pure PirañaPure Piraña is a refreshing
mix of carbonated pure mineral water, a dash of natural fruit
flavours and contains 5% alcohol. It is low in carbs, low in sugar,
contains fewer than 100 calories per 330ml can and is
vegan-friendly. With up to nine different flavours to choose from,
Pure Piraña offers an exciting new taste experience for anyone
looking for a low-calorie, fruity-but-not-sweet alcoholic drink
option.
- HEINEKEN press release Pure Piraña (17_09_2020)
- Photo for editorial use: Pure Piraña
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