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It’s back, and it’s as clear as ever.
MillerCoors is temporarily bringing back Zima, Coors’ ’90s transparent malt beverage that was part of the first wave of alcopop brands and the decade’s clear craze—which also gave the world Crystal Pepsi, Tab Clear and Miller’s Clear Beer.
Coors first introduced its “citrus malternative” in 1993, and its popularity peaked the next year, when it sold 1.3 million barrels in its first year of national distribution. According to a Slate, Coors spent around $38 million promoting the brand that year, more than its flagship brand, but sales fell to 403,000 barrels two years later.
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