Adolph Coors Company
17735 W. 32nd Ave.
Golden
Colorado
80402
USA
tel: (303)279-6565
fax: (303)277-6246
website: http://www.coors.com
ZIMA Campaign
Overview
Despite its previous robust growth, the Adolph Coors Company fell victim with the nation's other major brewing companies to a sales slump in the early 1990s. In an effort to spike sales, it took note of two emerging trends in the beverage industry: the rise of "clear" drink products and the popularity of low-alcohol refreshers. So in the fall of 1992, amid great fanfare, the Adolph Coors Company introduced Zima, a limpid, lightly carbonated alcoholic beverage.
Zima, distributed nationally by 1994, was...
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