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Zima, launched nationally in the United States in 1993, was a product of the "clear craze" that swept through the consumer goods industry in the early 1990s.
This trend, which included other transparent products like Crystal Pepsi and Tab Clear, capitalized on the perception that clear products were somehow purer or healthier.
Zima, whose name means "winter" in many Slavic languages, was marketed as a "truly unique alcohol beverage”. It was positioned as an alternative to beer and wine coolers.
Coors Brewing Company hoped to ride the wave of the clear product trend.
Coors launched an aggressive marketing campaign for Zima, investing $50 million in its first year alone. It successfully convinced nearly half of American alcohol drinkers to try the new beverage.
This massive push, coupled with the catchy 90s tagline "Zomething different," was reminiscent of other bold marketing strategies of the era. Like Pepsi's $40 million campaign for Crystal Pepsi or Coca-Cola's extensive promotion of New Coke..
Zima's meteoric rise in popularity reached its zenith in 1994, just one year after its national launch, with an impressive 1.2 million barrels sold.
This peak represented the high water mark for the clear malt beverage.
David Letterman, the influential late-night TV host, played a significant role in shaping public perception of Zima through his persistent mockery of the beverage on his show.
This ongoing ridicule from a popular cultural figure contributed to Zima's reputation issues.
Zima's history includes a notable attempt to diversify its consumer base, particularly targeting young men.
In 1995, Coors introduced Zima Gold, an amber-colored variant with a bourbon-like flavor, in an effort to combat the brand's perception as a "girly" drink and appeal to male consumers.
This strategic move, however, failed to resonate with the intended audience and Zima Gold was discontinued within a year of its launch.
The failure of Zima Gold demonstrated how deeply entrenched gender associations can be in beverage marketing.
Moreover, this unsuccessful attempt coincided with Zima becoming a frequent target of mockery in popular media, particularly late-night television shows as mentioned above.
Zima's original run in the United States came to an end in October 2008, as MillerCoors LLC decided to discontinue the product due to declining sales and changing consumer preferences.
However, capitalizing on 1990s nostalgia and renewed interest in retro products, the company brought Zima back for limited-time releases during the summers of 2017 and 2018. But they continued to fail.
Zima's history in Japan presents a fascinating contrast to its U.S. history, with the beverage finding greater success and longevity in the Japanese market after its 1996 launch. It appeals to a broader demographic across age groups and genders.
Despite its popularity, Zima faced challenges during the COVID-19 pandemic, leading to a brief discontinuation in December 2021.
Most recently, Zima made a comeback in Japan in 2023 through a new distribution partnership with Hakutsuru Sake Brewing Co.
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