There has been further bad news for the ready to drink spirits category over the weekend. Within days of industry leader Diageo announcing it was to pull its Captain Morgan Gold RTD from the US market, brewer Adolph Coors has called time on its RTD Vibe.

One of several malt-based beer alternatives that flooded the market this year with limited success, Vibe has been in eight test markets for several months. However a Cors 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.

Coors, the country's third largest brewer, launched Vibe in May in Atlanta, Boston, Cleveland, Columbus, Denver, Houston, Pittsburgh and San Diego. The malt-based beverage was aimed at male consumers.

Coors said though that it did see its other RTD Zima, which was launched in 1992, as surviving the brand shakeout that seems to have begun in the over-crowded RTD market.

"It's weathered the storm over the years," the spokeswoman said. She said Coors will support the Zima brand next year, but declined to provide further details.