Find Another Malternative: Zima's Gone

Declining consumer interest reason for downfall

Say goodbye to the alcoholic beverage of choice for wusses everywhere.

MillerCoors LLC, the joint venture between SABMiller's U.S. unit and Molson Coors Brewing Co., told distributors in a letter Monday that production of the malt liquor beverage Zima was discontinued as of Oct. 10.

Chief Marketing Officer Andy England said the decision was due to weakness in the "malternative" segment and declining consumer interest.

Ahh yes, malternatives.  Them's tasty.  Especially when you put a Jolly Rancher in them.  Or so I hear.  I mean, I've never really tried it myself...

England said distributors can get remaining Zima inventories most likely through December.

Distributors are being asked to put products from caffeinated alcoholic beverage Sparks on retail store shelves to make up for Zima's absence.

The brand came to the joint venture from Molson Coors, maker of Coors Light and Keystone.

Copyright AP - Associated Press
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