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Competitors to White Mountain included Gallo's Bartles and Jaymes wine coolers, Seagrams Coolers, Brown Forman's California Cooler, Canandaigua Wine Company's Sun Country Wine Cooler, Miller Brewing Company's Matilda Bay Coolers and Anheuser-Busch's Dewey Stevens coolers and malt based beverages like G.Hielmans Champale and Malt Duck. Wine Cooler sales started to fall sharply by the end of the decade, and White Mountain along with the entire industry virtually disappeared in the early 1990s. The emergence of Zima as the new malternative marked the end of White Mountain. Miller and Anheuser Busch exited the wine cooler market. California Cooler and Sun Country ceased production. Gallo and Seagrams switched their Coolers to Malt based in the late 1980s.
A renaissance in the malternative industry that began with Zima and continued through the late 1990s introducing brands such as Mike's Hard Lemonade and Smirnoff Ice has been marked by better advertising and crisper tasting products than the White Mountain Cooler. However, for many members of Generation X, White Mountain marked the genesis of beer-based beverages for people who did not like to drink beer.
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