What Happened to Zima?

1993–2008 Beverages/Alcohol • United States

ℹ️ Fate: U.S. discontinuation in 2008 after declining sales; brief limited revivals in 2017 and 2018. Zima returned in Japan in 2023 after a hiatus.

A clear, citrus-leaning malt beverage introduced by Coors in 1993 with the slogan "Zomething Different." Zima became a massive pop-culture phenomenon in 1994, peaking at 1.2 million barrels sold. However, David Letterman's relentless on-air ridicule between 1993–1994 severely damaged its brand image, and mounting competition from copycat brands led to sharp sales decline. Zima was discontinued in the U.S. in October 2008. The brand made brief nostalgic returns in 2017 and 2018, confirming its cult status.

Zima was Coors' clear, lightly citrus-flavored malt beverage that arrived in 1993 with "it's zomething different" positioning and frosty, translucent bottles. Riding the 1990s trend for clear, 'lighter' products, it sold briskly out of the gate and became a pop-culture shorthand for alternative beer.

However, the turning point came unexpectedly. Between 1993 and 1994, late-night host David Letterman relentlessly mocked Zima on-air, comparing it to "liquid polymer" and ridiculing its ambiguous identity ("not beer, not wine"). The ridicule devastated brand perception, causing a dramatic sales decline even at the peak of its initial popularity. Compounding this cultural headwind, copycat competitors crowded shelves—notably Smirnoff Ice (1999), which succeeded where Zima stumbled by successfully marketing to male consumers. By 2008, distribution wound down in the U.S.

Nostalgia kept the name alive. After years of jokes and retro callbacks, Zima returned as a limited release in summer 2017 and again in 2018, targeting curiosity, tailgates, and backyard parties. The liquid stayed true to the original concept—crisp, sweet-leaning, and highly carbonated—while packaging leaned into 1990s vibes. The brief revivals confirmed its cult status: a classic vanished product that still sparks curiosity when it appears in vintage ads or party stories.

Outside the U.S., Zima had a notably longer life in Japan, where it launched in 1996 and remained available for over two decades. Unlike its reputation as a "feminine" drink in America, Japanese consumers embraced it across genders and age groups. Supply chain disruptions caused by COVID-19 led to its discontinuation in Japan by December 2021, but it returned in 2023 through a partnership with Hakutsuru Sake Brewing Co., maintaining a foothold in a market where it never lost appeal.

Timeline

1993
National U.S. launch of Zima Clearmalt by Coors as a clear, citrusy malt beverage with $50 million marketing campaign and 'Zomething Different' tagline.
1993
David Letterman's repeated on-air ridicule ('liquid polymer,' 'not beer, not wine' jokes) damages brand cachet; brand perception drops sharply despite strong initial sales.
1994
Zima peaks: 1.2 million barrels sold; becomes defining 1990s pop-culture touchstone. However, sales begin steep decline afterward as Letterman mockery and market saturation take hold.
1995
Zima Gold (amber-colored variant marketed to attract male drinkers) launches in spring 1995 but is discontinued by early 1996 after poor reception; male consumers reject the brand despite reformulation.
1996
Zima launches in Japan, where it proves far more popular than in its home market, appealing to both genders across age groups.
1999
Smirnoff Ice launches and successfully captures male consumers and market share; Zima's market position continues eroding as copycats proliferate.
2000
Zima's sales decline accelerates; market crowded with superior competitors (hard lemonades, craft beer, other malternatives); brand momentum fades into niche status.
2008
U.S. discontinuation: MillerCoors winds down Zima production and distribution after sales dropped to 0.5% of the malt beverage market; brand officially ends.
2017
Limited summer revival in the U.S.; MillerCoors brings Zima back to capitalize on 1990s nostalgia; demand exceeds expectations and inventory sells out by September.
2018
Second limited-time U.S. return with 40% more inventory than 2017; brand again receives strong nostalgic interest before ending release by fall.
1996
Japan: Zima maintains continuous availability for 25+ years, becoming a stable product across retailers, vending machines, and convenience stores (unlike its U.S. trajectory).
2021
Japan: Coors ends operations; Zima discontinuation due to COVID-19 pandemic supply chain disruptions and bar/restaurant sales collapse.
2023
Japan: Zima returns through partnership with Hakutsuru Sake Brewing Co. (280-year-old sake producer); production shifts to domestic Japanese manufacturing.