Heineken USA and AriZona partner to launch hard seltzer

Heineken USA and AriZona Beverages affiliate, Hornell Brewing Company, have announced plans to launch a new hard seltzer in the US market.

Made with a ‘splash’ of real fruit, AriZona SunRise Hard Seltzer comes in four flavours: mango, cherry, lemon and grapefruit.

With an ABV of 4.6%, the new beverage contains 100kcal per 11.5oz can, is gluten free and low in carbs, according to Heineken.

Launching in Q1 2021 nationwide, all the AriZona SunRise flavours will be available in 12-count variety packs, while the mango and cherry variants will also be available in 19.2oz individual cans.

Jonnie Cahill, SVP and chief marketing officer, Heineken USA, said: “Most of the current hard seltzers on the market are clear, with similar flavour profiles, so 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, and retailers are looking for new ways to maximise sales and profits.

“We also believe AriZona SunRise Hard Seltzer is about broadening the appeal of seltzer. The current hard seltzers on the market have similar positioning and we wanted to offer a range of tastes to appeal to a wide array of people.”