MillerCoors cans Zima malt beverage

MILWAUKEE MillerCoors has closed its Zima malt beverage manufacturing line in Memphis due to soft sales, the company has said.

Zima has been on the market since 1994. But declining interest in the sugary, soft-drink-like beverage has declined, despite launches of brand extensions such as Zima Pineapple Citrus and Zima Tangerine.

“This decision is necessary to reduce complexity when it comes to our brand portfolio, allowing for more focused activity at retail on consumer-preferred brands, especially Sparks,” a statement released by MillerCoors on Monday said.

Citrus-flavored, caffeinated Sparks, a malt beverage competitor also owned by Miller, has enjoyed sweeping sales since its 2002 launch.

The final batches of remaining bottles of Zima will be shipped to wholesale distributors centers in December.