Coors Pulling Plug on Malt-Based Vibe
From Reuters
It’s last call for Adolph Coors Co.’s Vibe, one of several malt-based beer alternatives that flooded the market this year with limited success.
“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 spokeswoman said.
Shares of Golden, Colo.-based Coors gained $1.18 to $69.66 on the NYSE.
