Heineken’s Pure Piraña brand to enter the cruise and ferry markets

Heineken’s Pure Piraña brand to enter the cruise and ferry markets


Pure Piraña will be available in both Lemon Lime and Red Berries flavour

Pure Piraña, Heineken’s global hard seltzer brand, is to expand into the global duty-free cruise and ferry market. This follows the domestic market launches in Mexico and New Zealand, and the gradual roll out in several European countries including the UK, Ireland, Portugal and Austria.

Pure Piraña combines carbonated purified water and natural flavourings with 4.5 per cent alcohol for a low-calorie hard seltzer. The seltzer will be available in two flavours: Lemon Lime and Red Berries. Pure Piraña is suitable for vegans and gluten-free, with no added sugar or sweeteners.

“Following the successful launch of Pure Piraña in domestic markets over the last year, we are now excited to be introducing the brand to our cruise and ferry customers,” said Niek Vonk, commercial manager of global duty-free at Heineken. “Pure Piraña is a refreshing and tasteful sparkling water with alcohol, with 92 calories per 330 millilitres. The hard seltzer category is growing, and Heineken has big ambitions for Pure Piraña as part of our ‘beyond beer’ diversification strategy that caters to different consumer needs and drinking occasions. We are confident that this presents a growth opportunity for our customers in cruise and ferries.”

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Alex Smith
By Alex Smith
25 October 2021

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