MillerCoors announced this week that the malternative beverage known as Zima, introduced by Coors Brewing in 1992, would be discontinued. The company expects to ship its last Zima orders sometime in December as distributors deplete current inventories on a first come, first serve basis. Production of the citrus drink ceased on Oct. 10.
Andy England, CMO of MillerCoors (the joint venture between MolsonCoors and MillerSAB), cited in an e-mail to wholesalers the challenging malternative segment sales and declining consumer interest as reasons for discontinuing the brand.
"This decision is necessary to reduce complexity when it comes to our brand portfolio, allowing for more focused activity at retail on consumer-preferred brands, especially Sparks," England said in the e-mail.
Distributors are urged to replace Zima shelf space with alcohol energy drinks and with Sparks Plus 4-packs and Sparks Light