BRAND NAME

When Coors Brewing Company relaunched Zima in 2004, repositioning it towards a more male target audience and increasing the alcohol content to 5.9%, BrandPlay was called on to provide name recommendations. BrandPlay recommended Zima XXX and the flavor names "hard cherry", "hard orange" and "hard lemon lime" to evoke the higher alcohol content. Sadly, the Zima brand was retired in 2008. When it first launched, Zima was the original "hard lemonade" or ice beverage but failed to ever find its market niche.