# Hard Seltzer European Expansions Pure Piraña is Preparing to Launch Officially in Europe By Amy Duong | Published 2021-03-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pure-piraa-1 References: [theheinekencompany](http://www.theheinekencompany.com/) Recently, [HEINEKEN](https://www.trendhunter.com/trends/heineken-silver-launches) launches [Pure Piraña](https://www.trendhunter.com/trends/pure-genius-protein-pink-lemonade), its hared seltzer brand and it is planning to expand into Europe. Last year, it launched in Mexico and New Zealand and as the summer season rolls around, it will be available in the UK, Spain, Portugal, Netherlands, Austria, and Ireland. The fruity libation is going to expand with the same three flavors, which are Lemon Lime, Red Berries, and Grapefruit. The carbonated drink has natural fruit flavors, an alcohol percentage of 4.5, and is only 92 calories per can. Cecilia Bottai Mondino, HEINEKEN's Global Head of Flavored Beverages states, “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.” Image Credit: Heineken ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 24% | Activity: 23% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Global Expansion of Hard Seltzer:** As the popularity of hard seltzer increases, there is an opportunity for brands to expand globally into new markets. - **Low-calorie Alcoholic Beverages:** There is a growing trend towards low-calorie alcoholic beverages, providing an opportunity for innovation in the industry. - **Fruit Flavored Alcoholic Beverages:** Consumers are seeking new and unique flavor combinations in their alcoholic beverages, leading to an opportunity for producers to experiment with fruit flavors. ### Industries Being Reshaped - **Alcoholic Beverage Industry:** As the alcoholic beverage industry seeks to adapt to changing consumer preferences, there is an opportunity for innovation in the development of low-calorie and fruit-flavored drinks. - **Global Beverage Industry:** As hard seltzer grows in popularity around the world, there is an opportunity for the global beverage industry to capitalize on this trend by introducing new products and brands. - **Food and Beverage Retail Industry:** As more low-calorie and fruit-flavored alcoholic beverages hit the market, there is an opportunity for retailers to cater to changing consumer preferences and offer a wider variety of options. ## Related on Trend Hunter - [Seasonal Hard Seltzer Flavors](https://www.trendhunter.com/trends/white-claw-summer-flavors.md) - [ABV-Varying Seltzer Lines](https://www.trendhunter.com/trends/ghost-hard-seltzer.md) - [Flavored Canned Cocktails](https://www.trendhunter.com/trends/bluebird-hardwater1.md) - [Refreshing Low-Carbonated Beverages](https://www.trendhunter.com/trends/spiked-aguas-frescas.md) - [Seltzer Entertainment Partnerships](https://www.trendhunter.com/trends/fountain-hard-seltzer.md) - [Lemonade-Flavored Seltzers](https://www.trendhunter.com/trends/white-claw-refrshr.md) - [Refreshing Tropic-Inspired Beverages](https://www.trendhunter.com/trends/tropical-variety-packs.md) - [Canned Hard Juices](https://www.trendhunter.com/trends/wild-nectar-hard-juice.md) - [Fruit-Forward Alcoholic Beverages](https://www.trendhunter.com/trends/fruitforward-alcoholic-beverages.md)