Last updated on September 16th, 2022
Heineken USA and Hornell Brewing Co., an affiliated entity of AriZona Beverages, are bringing AriZona SunRise Hard Seltzer to the U.S. market. A hard seltzer made with a splash of real fruit, it will be available in both 12-pack variety and single-serve cans.
“As both family-owned companies and brand building powerhouses, there are many synergies between New York-based Heineken USA and AriZona, making this a winning partnership to bring our unique seltzer proposition to the market,” said Don Vultaggio, chairman of AriZona. 
“AriZona is an iconic player in the beverage industry, famous for bringing delicious and all-natural non-alcoholic products to diverse consumers across the United States and worldwide. Heineken USA brings strong relationships with the distributor and retailer network and extensive manufacturing and brand building expertise in alcohol. Together, we teamed up to both do what we do best. We intend to broaden the appeal of hard seltzer by bringing more people to the party.”
“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,” said Jonnie Cahill, SVP and chief marketing officer for 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 and up to the party with a product that puts great taste at the center and brings incremental business to retailers.”
Launching in early 2021 nationwide, AriZona SunRise Hard Seltzer will be available in four flavors, including Mucho Mango, Cherry Punch, Lemon and Grapefruit. It will be available in a variety pack and single-serve cans for Mucho Mango and Cherry Punch. The beverage contains 100 calories per 11.5-oz. can and has an ABV of 4.6%. It is gluten free and low in carbs.
