Goodbye Zima!!!!!!!

by **J The Kidd** Tue Oct 21, 2008 1:48 am

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.

Chief Marketing Officer Andy England says 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 on retail store shelves to make up for Zima's absence.

The brand came to the joint venture from Molson Coors, maker of Coors Light and Keystone.