The alcoholic beverage created during the clear craze of the '90s (remember Crystal Pepsi?) is finally dying.
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 Zima was discontinued as of Oct. 10.
Chief Marketing Officer Andy England said the decision was due to weakness in the "malternative" segment and declining consumer interest.
He said distributors can get remaining Zima inventories most likely through December.
Distributors are being asked to put products from alcoholic energy brand 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.