The History of ZIMA

Zima, a clear malt beverage introduced by Coors in 1993, quickly became a cultural phenomenon but faced challenges due to its taste and marketing strategy. Initially marketed to men, it found a larger audience among women. Despite significant advertising efforts, Zima's popularity waned, leading to its discontinuation in the U.S. in 2008. However, it remains available in Japan and has seen limited re-releases due to nostalgia. Zima paved the way for other non-beer malt beverages, influencing the market for alternatives like Smirnoff Ice and White Claw.

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