The policy was meant to comply with federal regulators' preliminary conclusion that most malternative
beverages derived their alcoholic content primarily from added liquor, not from malt.
A law in Oregon, which has hampered sales of malternatives
in the state, has been temporarily overturned.
A Sneak Peek into the Gusty World of Malternatives
The British call them "alcopops," we call them malternatives
, while marketing mavens of the beer biz insist on "flavored malt beverages.
Here's a brand, the first cider in the market, it weathered the malternative
storm, being put on the shelf with hundreds of new products with sweet taste profiles all around it.
Coca-Cola won for Coca-Cola Blak, a new cola/coffee drink packaged in shrink-wrapped signature bottles, while Anheuser-Busch won for Peels, a female-geared malternative
beverage packaged in bottles with a short neck and bright, resealable caps.
However a Coors spokeswoman said: "With the major malternative
brands peaking over the past few months, we no longer see sufficient potential for the brand to continue investing in it," a Coors Brewing spokeswoman told Reuters.
Table 1: Consumer Demographics - Quantifying the Impact of Malternatives
on Consumer Image of Spirits: A Comparison Between Opinions of Regular Uses of Malternatives
and Non-Users of Malternatives
(includes corresponding Graph/Chart) II-6 Malternatives
Strike Gold during Summer II-7 Malternatives
Take the Healthy Route II-7 Marketing Equations Striking the Right Balance II-7 Brand Equity: A Lifeline for Malternatives
II-7 New Product Blitz II-8 Flavor Innovations that Scored High II-8 Beer & Spirit Companies "Ad it Up" II-9 Packaging II-9 Distribution Dynamics II-9 Dynamics of Successful Retailing II-9 Malternatives
& C-Stores: A Hand-In-Glove Partnership II-10 Drug Stores: Are They a Good Fit for Malternative
Nationally mike's hard lemonade(R) is one of 2 brands which account for 74% of the total malternative
category** which is growing 3.
Even Smirnoff Ice, the highest ranking malternative
and the 21st best selling malt-based beverage brand in the US, took a pounding last year, down 34% by our count.
Miller Brewing teamed with Allied-Domecq on Stoli Citrona and Sauza Diablo, with Skyy Spirits on Skyy Blue, and with Brown-Forman on a Jack Daniel's malternative
Unlike the buzz that surrounded the burgeoning malternative
category a year ago, no hot product has leapt in to invigorate the mature beer industry.