Heineken enters lucrative hard seltzer market

Heineken has launched its first ready-to-drink (RTD) hard seltzer to compete in the increasingly popular low-calorie canned beverage market. The Dutch-based brewer will debut its Pure Piraña branded drinks in Mexico – one of its largest markets – and New Zealand.  “We are seeing more and more people look for a low-calorie alcoholic alternative and the…

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