MILWAUKEE -- MillerCoors LLC is saying goodbye to Zima. The joint venture between SABMiller's U.S. unit and Molson Coors Brewing Co. told distributors in a letter Monday that production of the malt-liquor beverage was discontinued as of Oct. 10, according to the Associated Press.
Chief marketing officer Andy England said the decision was due to weakness in the malternative segment and declining consumer interest. He says distributors can get remaining Zima inventories most likely through December.
Distributors are being asked to put products from caffeinated alcoholic beverage Sparks [image-nocss] on retail store shelves to make up for Zima's absence.
"This decision is necessary to reduce complexity when it comes to our brand portfolio, allowing for more focused activity at retail on consumer-preferred brands, especially Sparks," England wrote.
Denver-based Coors launched Zima in 1994.
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