Heineken Collaborates on AriZona SunRise Hard Seltzer

Heineken USA and Hornell Brewing Company, an affiliated entity of AriZona Beverages, together will bring AriZona SunRise Hard Seltzer to the U.S. market.

This collaboration combines the name recognition of AriZona with the distribution strength of Heineken USA, the companies says.

Launching in Q1 2021 nationwide, AriZona SunRise Hard Seltzer comes in four AriZona juice flavors, including Mucho Mango, Cherry Punch, Lemon and Grapefruit.

This new product will be available in a variety pack (Mucho Mango, Cherry Punch, Lemon, Grapefruit) and 19.2-oz. single serve cans (Mucho Mango, Cherry Punch). AriZona SunRise Hard Seltzer contains 100 calories per 11.5-oz. can, and has an ABV of 4.6%. It is gluten free and low in carbs (2-4g/can). 

“We’re excited to be working with AriZona to introduce the next evolution of hard seltzer. Most of the current hard seltzers on the market are clear, with similar flavor 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 maximize sales and profits,” says Jonnie Cahill, SVP & CMO, Heineken USA. “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. We are looking forward to bringing the fun of AriZona to the table. AriZona Sunrise Hard Seltzer brings everyone (21+) to the party with a product that puts great taste at the center and brings incremental business to retailers.”