When MillerCoors announced it was bringing back Zima, the clear malt alcoholic beverage sold as a beer alternative before being discontinued in 2008, the responses basically fell into two camps: those who were nostalgically, if perhaps ironically, excited for its return, and those who rolled their eyes, shuddered and said "blech." But crossing both sides was one overarching question.
Why bring back the fizzy lemon-lime drink with a Slavic name and a zzzany advertising identity nine years after its slumping sales and lack of appeal to its target demographic resulted in its American demise? And why now, at a time when craft beer – effectively Zima's market foil – is experiencing enormous growth and popularity?
Answer: "It was brought back because '90s inspiration is everywhere, from food to fashion and more – it's clear the decade has made a comeback," MillerCoors spokesman Marty Maloney told the Business Journal. "That's why it's the perfect time for our very own '90s legend, Zima, to return for a limited time."
Yeah, OK, sure. Maybe a retooled version of the ostensibly refreshing beverage that recalls fond memories of a yesterdecade, but updates the look, feel and taste – especially the taste – of a product that ultimately became a pop-culture punchline?
Jimmy has the rundown here > Zima is back! Here are 7 reasons why