Heineken will expand its hard seltzer brand Pure Piraña distribution to include global travel markets. According to a company spokesman, the brand will soon be available in duty free outlets, including stores and onboard cruise ships and international flights.

Pure Piraña launched in Mexico and New Zealand, and Heineken has methodically increased distribution in the Netherlands, Spain, Austria, Portugal and Ireland. Next year’s growth includes the UK and more of Europe.

The global hard seltzer brand asks consumers if they “Dare to reimagine life?”

Heineken’s Niek Vonk explained that “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 airline customers.”

Vonk, the Commercial Manager Global Duty Free for the company, said, “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 inflight,” he continued.

Pure Piraña will be available to traveling consumers in three flavors including Grapefruit, Red Berries and Lemon Lime. Each 330 ml can contains 92 calories, 2 grams of sugar and an ABV of 4.5%. 

Caroline Hill
Latest posts by Caroline Hill (see all)