Zima

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This article is about a beverage. For a town in Russia, see Zima (town).

Zima

Type	Malt beverage
Proof	10
Manufacturer	Coors Brewing Company
Country of origin	U.S.
Introduced	1993
Variants	Citrus, Tangerine, Pineapple Citrus
Related products	Smirnoff Ice

Zima is a lightly-carbonated alcopop beverage made by the Coors Brewing Company. It is an un-hopped beer with flavoring agents added, and has slightly more alcohol than an average American lager.

Zima directly means "winter" in Croatian, Bosnian, Polish, Czech, Macedonian, Serbian, Slovak, and Slovene and in transliteration from Bulgarian, Belarusian and Russian languages; the name is also reminiscent of zymurgy, the science of fermentation, or brew-making. It was launched nationally in the United States as Zima Clearmalt in 1993 after being test-marketed two years earlier in the cities of Nashville, Sacramento, and Syracuse. The lemon-lime drink was part of the "clear craze" of the 1990s that produced products such as Crystal Pepsi and Tab Clear. The slogans used in early advertisements for Zima were "a truly unique alcohol beverage" and "Zomething different," and that was certainly true in one sense—Zima was literally in a category by itself—an alcoholic beverage that wasn't beer (at least, not obviously), wasn't wine, and wasn't hard alcohol.

Zima offered an alternative to the then-successful wine cooler category, and it became faddishly popular. The fact that Zima was a malt-based beverage gave it an advantage over wine coolers in many American markets, since many locations in the U.S. allow beer to be sold in convenience stores and supermarkets, while wine-based beverages can only legally be sold in liquor stores—even if they have an alcohol content comparable to a bottle of beer. Coors spent $50 million marketing Zima in its first year, persuading nearly half of American alcohol drinkers to try it. Brandweek Magazine reported that at Zima's peak in 1994, 1.2 million barrels of the beverage were sold. Originally popular among young women, Coors made its first attempt at attracting young men to the brand in 1995 by marketing Zima Gold; the drink was unpopular and disappeared from store shelves within the year.

Competitors to Zima in the US have been largely unsuccessful. Miller's Qube and Stroh's Clash are no longer made today. In 2000, Smirnoff launched Smirnoff Ice, which today outsells Zima.

Today, the beverage is marketed as ZIMA and is available in three flavors: