NETHERLANDS – Heineken has collaborated with AriZona to launch new SunRise Hard Seltzer, joining the fast-growing Seltzer market, a North American concept which is gaining popularity around the world.

The new release is set to debut in early 2021 and will be available in four flavors from AriZona: Lemon, Grapefruit, Much Mango, and Cherry Punch.

“Most of the current hard seltzers on the market are clear, with similar flavor profiles,” Jonnie Cahill, senior vice president and chief marketing officer at Heineken, says.

“We jointly saw an opportunity to add a splash of fruit to the category as we know consumers are looking for real ingredients and great taste.”

“We jointly saw an opportunity to add a splash of fruit to the category as we know consumers are looking for real ingredients and great taste.”

Jonnie Cahill – Senior vice president and chief marketing officer, Heineken

This isn’t the tea company’s first foray into the alcoholic drinks industry. In 2019, the AriZona released a spiked version of its popular Arnold Palmer Iced Tea in partnership with Molson Coors. And in April of this year, the company announced the release of a vodka based AriZona Hard Green Tea.

Arriving at 4.6-percent ABV and 100 calories per 11.5 ounce can, the new offerings will be sold in both 12-can variety packs and larger (19.2 ounce) single-serve cans.

AriZona Beverage, the beverage company known for its fruit-flavored teas and juices, recently signed an agreement with Hank’s Gourmet Beverages, one of the pioneers of the burgeoning Craft Soda category, to be its distributor.

This deal greatly expands Hank’s footprint, making its ten gourmet flavors readily available at more supermarkets, convenience stores, specialty shops, pizza places, cheesesteak joints, corner markets and ethnic neighbourhood eateries across the New York Tri-State area. 

The deal represents the first time AriZona has taken on the full-line distribution of a Craft Soda brand in the nation’s leading DMA.

Founded in Brooklyn, NY in 1992, AriZona beverages offers top quality beverages in uniquely designed packages that are accessible and affordable.

Heineken joined the hard seltzer category with the launch of Pure Piraña in Mexico and New Zealand last month to test local preferences and investigate the potential of a rapidly growing category before adding more markets.

Pure Piraña contains fewer than 100 calories per 330ml can and 5% alcohol and is made with all-natural flavors. It’s “aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices,” the company said.

It initially launched in Mexico, one of Heineken’s largest markets, in grapefruit, peach and red fruit flavors, and in raspberry and lime in New Zealand.

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