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COMMENT: Coors loses the vibe for malternatives

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As Coors announces the withdrawal of its Vibe malternative brand, there are growing signs that the category's meteoric rise may be followed by an equally spectacular fall. With the craze over, malternatives now need to carve out a lasting niche market - or suffer the same fate as their closest forebears, wine coolers, and collapse into obscurity.


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