Zima (drink)

Zima Clearmalt is a clear, lightly carbonated alcoholic beverage made and distributed by the Coors Brewing Company. Introduced in 1993, it was marketed as an alternative to beer, an example of what is now often referred to as a cooler, with 4.7–5.4% alcohol by volume.^[1] Its production in the United States ceased in October 2008, but it is still marketed in Japan.^[2] On June 2, 2017, MillerCoors announced a limited release of Zima for the U.S. market. It was sold again in the U.S. in summer 2017 and summer 2018, and did not return in 2019.

History[]

Zima means "winter" in Slavic languages. It was launched nationally in the United States as Zima Clearmalt in 1993 after being test-marketed two years earlier in the cities of Nashville, Sacramento, and Syracuse. The lemon-lime drink was part of the "clear craze" of the 1990s that produced products such as Crystal Pepsi and Tab Clear.^[3] Early advertisements for Zima described it as a "truly unique alcohol beverage" and used the tagline "Zomething different".^[4][5]

Zima offered an alternative to the then-successful wine cooler category. Coors spent $50 million marketing Zima in its first year, persuading nearly half of American alcohol drinkers to try it. Brandweek magazine reported that at Zima's peak in 1994, 1.2 million barrels of the beverage were sold. It was originally popular among young women. Coors made its first attempt at attracting young men to the brand in 1995 by marketing Zima Gold (an amber-colored beverage that promised a "taste of bourbon"). The drink was unpopular and disappeared from store shelves within the year.^[3]

In describing "The Long, Slow, Torturous Death of Zima", writer Brendan Koerner cited Zima's perceived reputation as a "girly-man" beverage and its persistent parodying by late-night TV host David Letterman.^[3] The Chicago Tribune reported that distributors were asked to stock "caffeinated alcoholic beverage Sparks on retail store shelves to make up for Zima’s absence".^[6]

In the late 2000s, the beverage was marketed in additional flavors: citrus, tangerine, and pineapple citrus.^[3]

On October 20, 2008, MillerCoors LLC announced that it had discontinued production of Zima in the U.S., choosing instead to focus on other "malternative" beverages.^[3] Zima is still sold and marketed in Japan.^[7]

In February 2017, MillerCoors announced that they were in negotiations to bring Zima back to the U.S. market.^[8] On June 2, 2017, it was announced that Zima would have a limited release beginning on July 4th weekend.^[9] Demand for the product exceeded the company's expectations, selling out entirely by September. As a result, in May 2018 MillerCoors announced it would once again bring back Zima for a limited time, with 40 percent more inventory available than in 2017.^[10]

Appearance in television & film[]

Zima beverage appearances:

• The 1990s sci-fi series Babylon 5
• Agents of Shield, S5 E11, 'All the Comforts of Home', S5 E12, 'The Real Deal'
• Gilmore Girls, S6 E01, 'New and Improved Lorelai'
• Everything Sucks, S1 E4, 'Romeo and Juliet in Space'
• Friends, S4 E22, ‘The one with the Worst Best Man Ever’
• BoJack Horseman, S1 E8, ‘Telescope’
• The Vampire Diaries, S6 E08, 'Fade Into You'
• Archer (2009 TV series), S2 E09, ‘Placebo Effect’
• Mad About You, S2 E24, 'With This Ring (Part 1)'
• MadTV, recurring character Rusty Miller (played by Michael Mcdonald) has a noted fondness for Zima.
• Halt and Catch Fire (TV series), S4 E01, "So It Goes"
• Fresh Off the Boat, S2 E05
• Fanboys (film), 2009
• Family Guy, S7 E11, 'Not All Dogs Go to Heaven'
• Modern Family, S5 E22, 'Message Received'
• Bleeding Edge (novel), Thomas Pynchon, 2013
• Futurama episode 312 The Route of All Evil
• Everything Sucks! episode 4.^[11]
• Awkward, S1 E07

See also[]

• List of defunct consumer brands

References[]

External links[]

• Zima brand profile on Brandchannel