Advertisements for beer, light beer, and malternatives
decreased -12 % (42 vs.
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.
alone had a plethora of brands, including Skyy Blue, Sauza Diablo, and Stolichnaya's Citrona (all malt-based beverages), as well as Jack Daniel's Original Hard Cola, a spirits-based malternative
A law in Oregon, which has hampered sales of malternatives
in the state, has been temporarily overturned.
The British call them "alcopops," we call them malternatives
, while marketing mavens of the beer biz insist on "flavored malt beverages.
Cider Jack was essentially the first malternative
, but the malternatives
put a stranglehold on Cider Jack.
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.
New items continue to be introduced into the wine cooler and malternative
beverage segments, even though these categories are suffering from sluggish sales.
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.
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.
Also heating up the category are the malternative