Poor Zima, we hardly knew thee.

MILWAUKEE (AP) - MillerCoors LLC says goodbye to Zima.

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.

Oh, it's like a frosty cool and refreshing dagger to my very soul.