Zima, the butt of numerous jokes by beer aficionados, is coming back to the American market after a nine-plus-year absence. The clear malt beverage, launched by Coors Brewing in 1993, sold more than 1 million barrels its first year. However, the brand never caught on with its target audience—young males—and was discontinued in the U.S. in 2008.
MillerCoors decided to resurrect Zima after its line of Henry’s Hard Soda proved successful last year. Ironically, the biggest fans of Henry’s are the very generation to which Coors marketed Zima in the first place.
Zima’s top competitors include Bud Light Lime-a-Rita, Mike’s Hard Lemonade, Not Your Father’s Root Beer, and Seagrams’ line of hard sodas.