The hard seltzer will initially be available in Austria, Ireland, Netherlands, Portugal and Spain; with other markets such as the UK following throughout the year and into 2022.
The ‘fruit-but-not-sweet’ drink comes in at 92 calories per can and is aimed at a modern generation of consumers. In Europe, it is launching in three flavors: lemon lime, red berries and grapefruit.
Lessons from New Zealand and Mexico
Heineken wants to tap into a 'modern generation of consumers' with the hard seltzer launch: “’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.”
Heineken launched Pure Piraña in Mexico and New Zealand in September last year: and these trials have helped inform the European launch.
“It has been only five months but we learned a lot!,” Cecilia Bottai Mondino, Heineken’s Global Head of Flavoured Beverages, told BeverageDaily.
“First by putting the products in the market we could confirm that we had great liquids, and people were keen to discover this new, surprising and refreshing product proposition.
“Our communication is where we had to adapt the most, by fine tuning the product credentials making clear what the product is (sparkling water with alcohol a hint of flavour) and also highlighting its benefits: low calories, natural flavourings and 4,5% ABV in a simple and impactful way.
"pure" - Google News
March 15, 2021 at 02:15PM
https://ift.tt/3vzLWkW
Heineken launches hard seltzer Pure Piraña across Europe - BeverageDaily.com
"pure" - Google News
https://ift.tt/3d6cIXO
https://ift.tt/35ryK4M
Bagikan Berita Ini
0 Response to "Heineken launches hard seltzer Pure Piraña across Europe - BeverageDaily.com"
Post a Comment