Zima, the flavored malt beverage, is out with a new line of flavors and a fresh look.
New packaging, P-O-P materials, a Web site and rebates will support the launch.
The new flavors—citrus, tangerine and pineapple citrus—will be available next month in grocery, liquor and convenience stores, as well as select bars and restaurants.
Under the rebate promotion, where legal, adult consumers will be reimbursed if they try Zima and don’t like it. And where a taste guarantee is legal, consumers will be offered a $5 mail in rebate, said Jenny Volanakis, a spokesperson for Coors Brewing, the maker of Zima.
P-O-P materials include posters, displays and neck hangers on products in stores nationwide.
The Web site, Zima.com, includes interactive components.
The brand relied heavily on consumer research in both packaging design and formula changes for the new portfolio, including developing beverages that are lighter in carbonation and alcohol content, the company said.
The new drinks will be available in six-pack 12-ounce bottles and individual 22-ounce bottles.
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