Dutch brewing company, Heineken, has joined the hard seltzer brewing trend that has taken off across the globe. Pure Piraña will launch in Europe capitalizing on the health-conscious drinkers with the 330ml can containing only 92 calories and 4.5% alcohol. Pure Piraña will be available in three natural flavours – lemon lime, red berries and grapefruit. The core audience of the hard seltzer happens to be within the 25–35-year-old demographic.

Pure Piraña is part of Heineken’s beyond beer strategy, where it hopes to stay on trend with customers and well and increase its brew options to appeal to a different demo. 

Heineken’s hard seltzer sales have already accounted for 10% of their total sales to date after hitting the market five years ago.

The market for hard seltzers is a growing trend across the UK where brands such as BrewDog, Kopparberg, Smirnoff and Coca-Cola have put their hats into the ring.

£11.7m was the profit inherited in the UK in 2020, with the potential to surge to £75m by 2027 based on a forecast by IWSR.

Heineken first launched the Pure Piraña brand in Mexico and New Zealand last September. It now plans to launch in Austria, Ireland, Netherlands, Portugal, and Spain, followed by the UK and others throughout the year and into 2022.