MillerCoors brings back Zima – Consumer News

on May15

15 May 2018 | 10:00 am

Last summer, MillerCoors temporarily reintroduced Zima, the clear malt beverage first sold by Coors Brewing in 1994. People went nuts. (The Crain’s story announcing the comeback was shared 79,872 times on Facebook.)

This year, MillerCoors, the Chicago-based subsidiary of Zima’s parent company, Denver- and Montreal-based Molson Coors Brewing, is once again putting the lightly carbonated, citrus-sweet beverage on store shelves. Although MillerCoors brewed 20 percent more Zima this year than in 2017, execs expect it to disappear even faster, at about $10.99 for a six pack (prices vary from region to region).

“It’s already flying off the shelves at our partners like Walmart and Kroger” since arriving last week, said Dilini Fernando, a senior marketing manager with MillerCoors. “I would imagine customers would want to rush as quickly if not more quickly than they did last year. When it’s gone, it’s gone.” Producing limited amounts, of course, is a marketing strategy to build urgency in the market.

The original Zima disappeared from U.S. retailers in 2008 as sales faltered. But as consumers’ taste for spiked sodas and seltzers has mushroomed, MillerCoors recognizes Zima’s ability to draw in both the Gen Xers who drank it in college and millennials who appreciate ’90s nostalgia and carbonated alcohol. (It’s 5 percent alcohol by volume.)

“Gen Xers remember it as the first alternative to beer and millennials know it because the ’90s have re-entered the zeitgeist,” Fernando said. “There’s just so much nostalgia for the brand.”



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