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.
Throughout North America, today is the summer solstice. This means you’ll have more hours of daylight than any other day in the year. Since it’s Friday, Ludwig highly recommends that you celebrate summer with a beer…or two.
And now….The Mash!
We begin on Memory Lane, with a Forbes magazine story from 1994 about America’s changing beer industry. Much attention is paid to Coors Brewing Company’s new product, Zima.
Brauerei Beck & Co. is celebrating its 140th anniversary with beer bottles that can play music. They’re “Edison cylinders,” which played recorded sound before the modern platter-style disc arrived.
Is beer really cheaper than gasoline? According to Keg Works, that’s true for home-brewed beer, which costs $2.50 a gallon, but not for store-bought beer until unleaded regular tops $5 a gallon.
Ever wonder what it’s like to practice beer law?. Marcus Reed of Cosgrave Vergeer Kester LLP in–where else?–Portland, Oregon, explains what his line of work entails.
Hamm’s, which brewed its last beer in 1997, is coming back to life. Flat Earth Brewing Company will move its operations into two vacant buildings in the Hamm’s Minneapolis complex.
Airline miles burning a hole in your pocket? Spend them on summer beer travel. Jason Notte of TheStreet.com recommends five “hidden beer destinations.”
Finally, if PBR has gotten too expensive at your local bar, Jesse Tigges of ColumbusAlive.com recommends five cheap alternatives. He points out that much-maligned Schlitz has gone back to its classic recipe.