SABMiller is recalling much of its distributed 'malternative' stock due to lack of demand. It's not the way any company wants to start the New Year - by recalling a product that was expected to capitalize on a much hyped growth category. 'Malternatives', which contain both brewed and distilled alcohol, have been very popular with younger drinkers, but it seems that the category is losing its fizz as demand falls. Now producers must focus on carving out a lasting niche or pack up.