Fans of sickly-sweet, citrus-flavored booze, rejoice! Zima is back…again.
Following last summer’s successful limited re-release, and tapping into an ongoing wave of ‘90s nostalgia, MillersCoors is dubbing the second second-coming “Z2K”.
Stocks of the 2017 re-release sold out in just two months, prompting the brewing company to reportedly increase production 40 percent this year. Though judging by its viral ad-campaign, it doesn’t expect bottles to last on shelves for any longer than last time around.
Zima was initially introduced in 1993, and sales of the “first-of-its-kind crystal clear, malt-based, adult beverage” peaked at 1.3 million barrels the following year. By 1996, however, sales had already plummeted by two-thirds and the product was finally discontinued in the US in 2008—a fate to which many believe it should have ultimately been consigned.
For the rest of us, there’s Z2K.