updated 10/20/2008 1:40:32 PM ET 2008-10-20T17:40:32

MillerCoors LLC says goodbye to Zima.

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The joint venture between SABMiller's U.S. unit and Molson Coors Brewing Co. told distributors in a letter Monday that production of the malt liquor beverage was discontinued as of Oct. 10.

Chief Marketing Officer Andy England says the decision was due to weakness in the "malternative" segment and declining consumer interest.

He says distributors can get remaining Zima inventories most likely through December.

Distributors are being asked to put products from caffeinated alcoholic beverage Sparks on retail store shelves to make up for Zima's absence.

The brand came to the joint venture from Molson Coors, maker of Coors Light and Keystone.

Copyright 2008 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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