One of the original “malternatives” or “alcopops“, Zima, has finally gone the way of the dodo.

MillerCoors Discontinues Zima

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 drink ceased on Oct. 10.
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Overall, the progressive adult beverage category is off 6.6 percent. Case sales of the Smirnoff Ice brand family are down 11 percent, while Mike’s Hard Lemonade brands are up 1 percent and Anheuser-Busch’s Bacardi Silver brands are up 10.4 percent.