Heineken To Roll Out Pure Piraña In Europe

Heineken has announced plans to introduce Pure Piraña hard seltzer in the European market this year.

The brand will be available in Austria, Ireland, Netherlands, Portugal and Spain, with other markets such as the UK joining throughout the year and into 2022.

Pure Piraña, initially launched in Mexico and New Zealand last year, is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.

ESM