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Zima distribution will be expanded.

Coors Brewing Co. announced the expansion of Zima Clearmalt, the brewer's new clear, lightly carbonated, malt-based beverage.

Introduced in three test markets in September 1992, Zima will be expanded into other major markets by mid-March, including Los Angeles, Phoenix, Dallas/Ft. Worth, Miami and Philadelphia.

"We are gratified by the marketplace response to Zima," said Bob Rechholtz, Coors executive vice president of marketing. "We promised 'Zomething Different,' and retailers and consumers like the result.

"Zima represents a total innovation in product, packaging and marketing," Rechholtz continued. "We pioneered a major new category with the introduction of Clearmalt."

The brand is currently available in Nashville, TN; Sacramento, CA; and Syracuse, NY. According to John Neu, Zima's brand manager, the most recent expansion is the first step toward a national rollout.

"We have a strategic national expansion plan in place which focuses on an individualized, concentrated approach to introduce this new product and category to consumers, retailers and distributors in a highly competitive market," Neu said.

"Our goal," Neu continued, "is to provide the same high level of attention and service that we did in the test markets in order to ensure the same degree of success in the expansion markets."

Neu also noted that national expansion will take place in several stages.

Complete details regarding the expansion markets will be announced February 15, Rechholtz reported.
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Title Annotation:Adolph Coors Co.'s Zima Clearmalt
Publication:Modern Brewery Age
Date:Jan 25, 1993
Previous Article:"Big Rock" comes out of Latrobe.
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