Heineken focuses on "hard seltzer" beverages in Mexico

21/02/2021

Heineken Mexico adds another product to the still underdeveloped "hard seltzer" beverage category in the country. The brewery presented Amstel Ultra Seltzer, a product made from flavored mineral water and alcohol, with which it intends to conquer the "wellness" market.

In a virtual press conference, Antonio Matienzo, brand director of Heineken Mexico, said that "with this launch we consolidate our position as a multi-category company and strengthen our leadership in this beverage segment, capitalizing on the growth potential of the wellness sector".

Last September, the company launched a similar product on the market: Pura Piraña, but in the case of Amstel Ultra Seltzer, it has the endorsement of the beer brand of the same name. Both beverages are produced at the Heineken plant in Guadalajara.

Matienzo explained that among the product's attractions for the "wellness" consumer is that it does not contain sugar or carbohydrates and its 355 ml presentation has only 80 calories. "The method we follow to obtain the alcohol is the same natural fermentation process used for our beer, in which the yeast completely consumes the sugar, reaching 4% alcohol".

The product is distributed in supermarkets, convenience stores, neighborhood stores, and e-commerce sites such as Amazon and Mercado Libre.

The "hard seltzer" is a category that mixes carbonated water with a low volume of alcohol and refreshing flavors. They turn out to be a low-calorie, gluten-free option without artificial preservatives. It was launched in the U.S. market in 2013.

In Mexico, in addition to Heineken, another company that has bet on this type of product is Coca-Cola. In 2020, the company announced the launch of Topo Chico Hard Seltzer in the Mexican, Brazilian, and Costa Rican markets with three natural, gluten-free flavors: Tangy Lemon Lime, Strawberry Guava, and Pineapple Twist.

By Mexicanist