0
PURE
PIRAtiA' PIRANA piran"A
-3d
Edelweiss
14
Deliver top line growth
Bar
PURE
Innovation is embedded in everything we
do at HEINEKEN. We continuously use our
expertise to create new and exciting taste
experiences for consumers.
Entering the hard seltzer category
"There is a growing consumer market for low-calorie,
alcoholic beverage alternatives which led to the rapid
growth of the hard seltzer category. Pure Pirana offers
a way for us to meet consumers' evolving needs and
explore a new growth opportunity for our business."
Bringing Edelweiss wheat beer to Asia
Heineken N.V.
Annual Report 2020
Report of the
Report of the
Financial
Sustainability
Other
Introduction
Executive Board
Supervisory Board
Statements
Review
Information
HIES 92 CAlOWUHiU
Adapt
trends
to consumer
and behaviours
HARD SELTZER
HARD SELTZER
HARD SELTZER
RED BERRIES LEMON LIME GRAPEFRUIT
We entered the hard seltzer category globally with the launch of Pure Pirana in Mexico and New Zealand
in 2020. Containing fewer than 100 calories and made with carbonated mineral water and all-natural
fruit flavourings, the drink is aimed at today's modern generation of consumers who are increasingly
conscious of consumption and lifestyle choices. HEINEKEN Mexico announced the launch of Amstel
Ultra® Seltzer following the success of Amstel Ultra, launched in 2018. It is available from January 2021.
HEINEKEN USA and Hornell Brewing Company, an affiliated entity of AriZona Beverages, will launch
AriZona SunRise Hard Seltzer in the first quarter of 2021.
Jan Derek van Karnebeek
Chief Commercial Officer at HEINEKEN
I1JHERT8EER
Born in the heights of the Alps in 1646,
Edelweiss is a premium wheat beer brewed
using all-natural ingredients and a unique
blend of mountain herbs: sage, coriander
and elderflower. The ambition is to grow our
premium wheat beer and provide consumers
with a taste of the Alps. Especially in the
Asian beer market where we are seeing a
rapid rise in popularity of non-lager beers.
Since its launch in South Korea in 2018,
the introduction of Edelweiss in eight new
markets marks our first brand expansion in
the wheat beer segment. It has allowed us
to meet consumer demand and offer a new
taste experience. Beyond regular Wheat beer,
consumers can also enjoy Edelweiss 0.0%,
Edelweiss Red Berries and Edelweiss Peach.
