PURA launches hard seltzer

From the people that brought you the award winning, better-for-you soft drink, PURA Soda, now comes a cheeky little alcoholic ready-to-drink mix.

Imagine a hard seltzer that doesn’t compromise on taste. Low in alcohol and sugar, PURA Buzz mixes a splash of the finest rum aged in oak barrels, that comes in crisp, delicious flavours with a twist – pineapple and coconut; lemon, lime and mint; and watermelon and mint. A refreshing low alcohol drink that is perfect for any occasion and guaranteed to lift the spirits.

PURA hard seltzer
PURA Buzz offers something different, being the only hard seltzer on the local market that has a rum base

Rum revolution

Embracing the rum revolution that has evolved over the past few years, PURA Buzz offers something different, being the only hard seltzer on the local market that has a rum base. The majority of other brands have either a vodka or simple white spirit. It contains just 3% alcohol, is made with 100% natural ingredients, is gluten-free and has no preservatives or dodgy colourants. And for those watching their calorie intake, there are only three grams of sugar and 110 calories in each can.

PURA Buzz comes from the same brand platform as PURA Soda, the better-for-you soda that is taking South Africa – and the world – by storm. It is just one of many products that the brand plans on launching in the near future. In 2020, PURA Soda was named as the “Best Tasting Non-alcoholic Beverage” at the Aurora Taste Challenge and the “Best Cold Beverage” at Product of the Year 2020 – the world’s largest consumer-voted award for product innovation. The multi award-winning brand is known for its innovation and taste, while tapping into the growing trend of people wanting to make small steps to “Live a little PURA”.

New big trend

Hard seltzer has fast become a buzzword on the South African drinks scene. Offering a lighter alternative, hard seltzers –  lightly flavoured sodas with a splash of alcohol – are popular with those who want a lower alcohol volume or lower calorie option.

The hard seltzer trend is now growing globally amongst people that regard natural ingredients as being important, and who want products that allow them to participate in permissive indulgence. This causes them to also relook their drinking habits. They no longer want to go to extremes with excessive drinking, shooters and all-night parties, and they want their alcohol choices to compliment, rather than hinder the rest of their lifestyles. As such, drinking occasions have become more casual – at a braai, at home or for sundowners – always with friends.

“Our newly launched PURA Buzz is a quirky addition to South Africa’s hard seltzer phenomenon, offering the option of a great tasting product for those who want to live a PURA,” says Greig Jansen, CEO of PURA Beverages. “We are already known for creating a range of products that are delicious, clean, refreshing, and with a not-too-sweet taste. PURA Buzz builds on this – a sophisticated drink for grown-ups that is just a little more guilt free.”



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