USA: Coors launches 3 new flavours for Zima

Zima, the original flavored malt beverage, is launching a new product portfolio with all new flavors and a fresh new look, according to Molson Coors news room, February 27. Zima Citrus, Zima Tangerine and Zima Pineapple Citrus will be available this spring in participating grocery, liquor and convenience stores, as well as select bars and restaurants.

Based on consumer research and testing, Zima has created three new citrus-based flavors that are lighter in carbonation and alcohol content, making it more drinkable and lower in calories than the old formula.

"Our research shows that the flavored malt beverage consumer is looking for something that's refreshing and drinkable," said Lee Dolan, vice president of marketing for Coors Brewing Company. "These consumers enjoy trying new and different things, and Zima's new citrus-based flavors and packaging are unique to the category."

Zima relied heavily on consumer research in changing its formula and packaging. Flavored malt beverage consumers seek variety and like to buy new and different products. They also want something that's drinkable, has a unique taste and is refreshing. Additionally, citrus flavors tend to score high among adult consumers in taste tests.

The new packaging reflects the new formula by reinforcing refreshment with citrus colors and fruit images. The Citrus, Tangerine and Pineapple Citrus flavors are 5 percent alcohol by volume and will be available in six-pack 12-ounce bottles and individual 22-ounce bottles.

The launch of the new Zima formula and flavors will be supported through new packaging, point-of-sale, website, and high value mail-in rebates. The new flavors will be available nationwide in participating locations beginning mid-March, 2007.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company. It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .