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Heineken's hard seltzer brand Pure Piraña launching in Europe

Heineken is bringing its hard seltzer brand Pure Piraña to Europe following a successful roll-out in Mexico and New Zealand.

The brand, which launched in autumn 2020, will be available in Austria, Ireland, the Netherlands, Portugal and Spain from March, with other markets including the UK joining throughout 2021 and into 2022.

Drinks giant Heineken hopes to capitalise on the growing popularity of hard seltzers in European markets by bringing its Pure Piraña products to the continent. The drinks are made with carbonated purified water and natural flavourings. Three flavours will be available in European markets: Lemon Lime, Red Berries and Grapefruit, all 4.5% ABV. 

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."

15 March 2021 - Bethany Whymark