Zima

Coors launched Zima in 1993 as a clear malt beverage positioned as a lighter, more approachable alternative to beer, and it quickly became a fixture of nineties pop culture punchlines almost as much as an actual drink people ordered. Its clean, slightly citrusy taste and clear appearance made it stand out on bar shelves at the time. Coors discontinued it in 2008 as sales declined, then brought it back for a short nostalgia driven run in 2017 that sold out almost immediately.

Dig Deeper