Zima, the clear adult beverage that falls somewhere between a beer and a wine cooler, is back for the summer. In fact, many of you may have already tried it.
Those who are old enough remember Zima as a hip product of the '90s, like JNCO jeans or frosted tips. MillerCoors embraces the drink's status as a nostalgia icon in a recent ad campaign , which includes a website seemingly built by Geocities .
But its heyday was 1994, where it sold an impressive 1.3 million barrels. Two years later, those numbers dropped to 403,000 barrels .
The sharp decline was likely due to the taste - the citrus malt beverage worked better as a cocktail mixer even though it was advertised as a standalone beverage. In the U.S., savvy mixologists combined it with schnapps to create Nox-Zima. In modern-day Japan, many drink it with a touch of cassis or yogurt liqueur.
Another reason is that despite being marketed toward men in their 20s, Zima ended up being more popular among young women . Social stigma kept men away from the drink, fearing that they would be seen as "girly" with a bottle of Zima in their hands.
After spending nine years off the shelves, MillerCoors is finally bringing the drink back, this time marketed as a blast from the past rather than a manly drink for cracking one open with the boys.
Zima will be available until Labor Day. Please drink responsibly.
MillerCoors provided a 6-pack of Zima to sample for this piece.