They figure Zomeone will buy it.

Low cost relaunch for Molson / Coors -- all the trademarks are already registered, the distribution system is already in place, maybe some artwork and bottle revisions to do but that is routine anyway.

Because those of us who furtively drank Zima in highschool when it came out have much more disposable income now.

We drank it then because it was new: it was not our dads beer, not as strong as vodka, & not as mysterious as screaming purple jesus.

It was cheap & easy to get your older friends to buy it for you.

Now we are in our 40's and avoiding our high school reunions, but still occasionally thinking about the 90's
The plaid pendleton's we stole from our parents closet.
The photos of us at parties we had to develop at lunchtime so the art teacher would not see them.
The good days when you bought pot from a personal trusted dealer & not a "budtender".
The bad days when 42 of you all caravanned 3 hours to Lancaster on a school day to attend a funeral.
The first time you laced up in a 16 inch corset.
The last time you got drunk in LA with Rozz Williams.

hoping to capitalize on imagined nostalgia