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Last summer was the “malternative” season. About a dozen new brands hit what marketers in this arena call the ready-to-drink or flavored malt beverage category. Market leader Smirnoff Ice, Mike’s Hard Lemonade and the new entries were backed by what was slated to be media support ranging from $300 to $450 million.
Some of those drinks came and went. Lackluster sales prompted SABMiller unit Miller Brewing to pull advertising support for Stolichnaya Citrona and Sauza Diablo.
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