Malted Beverages

The term "malt beverage" may be used by trade associations of groups of beer wholesalers (e.g. Tennessee Malt Beverage Association) for the sake of a professional image by using brewing craft related terms, for political or legal reasons, or to avoid potential negative connotations that may be associated with beer in a region.[citation needed] Additionally, the term malt beverage is applied to many other flavored drinks prepared from malted grains to which natural or artificial flavors (and sometimes colors) have been added to make them taste and appear similar to wines, fruits, colas, natural ciders, or other beverages. This subcategory has been called "malternative," as in Smirnoff Ice (US & French version), or "maltini," as in 3SUM, which also has energy components like caffeine. Marketing of such products in the United States has increased rapidly in recent years.