Colt 45 blasted over Blast alcopop ads
April 20th, 2011
09:30 AM ET
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The makers of Colt 45 malt liquor have stirred up a controversy with their new beverage that some fear will encourage kids to drink.

Blast is a fruity new blend boasting twice the alcohol as Pabst Brewing Co.'s original malt liquor.

The drink in a colorful 23.5-ounce can resembles soda pop but has an alcohol content of 12%, more potent than a typical can of beer.

"Colt 45 makers are raising the alcohol level from the already high 6% to the even higher 12%, and enticing young people with hip hop themes and lollipop flavors," said Paul Porter of Industry Ears, a think tank that promotes justice in the media.

Porter said the company is "expanding its market with our children."

Blast joins the ranks of some high octane drinks such as Four Loko, Joose and Tilt that came under fire late last year for advertising to underage consumers.

Popular rapper Snoop Dogg is the front man endorsing Blast who - according to a distributor marketing video - "has the ability to take Colt 45 brands to a whole new level."

Read the FULL STORY: "Colt 45's fruit flavored Blast drink comes under fire"

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Filed under: Advertising • Sip • Think

soundoff (257 Responses)
  1. Seriously?!?!

    C'mon dude. Seriously, do you honestly think people in this society are this retarded?!

    This is marketed towards the hip-hop culture. Look at Hypnotiq and other similar products that are popular to this culture. Bright colors and fruity flavors are a play off of "Kool-aid with a kick" concept. It's also marketed as a cocktail – which the majority of them are brightly colored.

    It's debatable whether this is geared toward the younger end of alcohol comsumers (people in their early to mid twenties) but those cans don't have pictures of Dora the Explorer on them.

    So let's assume that this is sold in gas stations. Since we all like to assume here. Do you also assume that every counter clerk who works in a gas station doesn't card to verify legal drinking age and won't notify a "distracted parent" that the container contains alcohol, or that the beverage is going to be placed on a self easily accessable to children? I don't think so. In most states it's ILLEGAL to purchase alcohol in the presence of a minor. It's also ILLEGAL in most states to sell alcohol without carding for age verification. I think getting carded when buying a "soda" would raise a red flag. And if that parent, after ALL of those red flags, y'know with their children going to the alcohol section of the gas station, getting carded for an alcohol purchase, and maybe being notified that purchasing alcohol in the presence of a minor may be illegal in their state STILL ends up puchasing said item and giving it to their oh-so impressionable kid, isn't really a good parent, are they?

    Just saying.

    You all are putting so much hype into this, when really, it's not a big deal. I say, screw it. Let Colt 45 advertise this. Don't pull Blast off the shelves because it's colorful and "make an impression". Underaged drinkers will drink ANYTHING alcoholic, because IT'S A TABOO AND REBELLIOUS. Not because they actually have a say in what they're drinking when they sneak out and go to parties. I mean, there are a few drops of water that slip through the cracks, and many of these teens have friends in college who are of age to purchase, but parents should be more alarmed with highschoolers hanging out with 20-somethings more than getting the alcohol on their own terms through a gas station.

    Blast is marketed towards a subculture that celebrates brightly colored and fruity alcoholic beverages – and Colt 45. Hell, there's even a song about Colt 45. Because it's a popular alcoholic beverage in the hip hop culture.

    What are you going to start pulling every brightly colored alcoholic beverage off the shelves because it "makes an impression" on younger conumers. If it's such a big deal, just sell Blast in Liquor stores. Kids and teens aren't allowed to step foot in those establishment, which gives alcohol consumption laws, more leverage for preventing colorfully packaged alcohol from making a SUCH an impression.

    And don't get me on my soapbox about the military debate. I'm 20 years old and in the Air Force. That's right. I'm not old enough to drink. Sure there is the huge debate about lowering the drinking age in the states for people who serve, but that's a different conversation for another debate. The main point here: I've seen more people my age and younger make more sound and responsible decisions than of-age college juniors letting loose because mommy and daddy sheltered them their entire life. Saying that we're inferior brainwashed blood thirsty beasts because of our brain development and military discipline is just offensive. We've got our own set of laws, that you all don't follow, and a lot of the things civilians can do are ILLEGAL for us. We take orders because WE HAVE TO. Sure, we can question them. We're not BLIND. There's just a tactful way to do it.

    What, is everybody under the age of 21 RETARDED?! Obviously, according to you all.

    April 21, 2011 at 1:53 am |
  2. Dead Man Blogging

    I looked up the numbers and did the math. A can of this has 4.7 times the alcohol as a 12-ounce can of Bud. For a lot of people, one of these will put you over the legal limit for driving in many states.

    Still, I could have a dozen cans and I still wouldn't be drunk enough to listen to Snoop Dogg.

    April 20, 2011 at 8:28 pm |
  3. Not a marketing genius

    It seems to me that Colt .45 markets to the african-american population and has for years. The only problem I see is the name sounds juvenile and packaging certainly geared toward younger audience, and if sold in 7-11, etc. on low shelf, kid goes in and grabs one because it looks fun, mom doesn't read/know what it is/distracted and buys it. Kids chugging in the back seat on the way to a ball game or school...could be a bad situation

    April 20, 2011 at 6:35 pm |
  4. Logic

    Rock & Roll was supposed to encourage sex too. How did banning that turn out?

    April 20, 2011 at 5:03 pm |
    • The Witty One

      When did Rick and Roll get banned?

      April 20, 2011 at 5:19 pm |
      • The Witty One


        April 20, 2011 at 5:19 pm |
      • JBJingles@TWO

        Isn't that RH's line, "Rick Roll"?? LOL

        April 20, 2011 at 5:24 pm |
  5. wow

    Ok so it's the companys fault for making the stores (that should be IDing everyone) sell to kids.

    April 20, 2011 at 4:57 pm |
  6. Truth, Temporary Bachelor

    How about we keep the booze, but ban Snoop. He seems to be the more annoying of the two. Just sayin'

    April 20, 2011 at 4:42 pm |
  7. Sarcasm

    "enticing young people with hip hop themes"
    Must be all that damn rap and violent video games....

    April 20, 2011 at 4:29 pm |
  8. Dave

    When I was in the military it depended on what state you were in as to what age you could legally drink, but the barracks had a beer machine in them that we could use and the em club allowed us to drink as well, but when we were shipped to another location and the age limit was 21, you legally could not go to bars and drink off base if you were under age,never botherd me just delt with it at the time, as for defending the USA I went into the military knowing what I was getting into and new that I could legally drink at home but when in another state I could not, there should be no reason for people to whine about that since it is a all volunteer service, back in the day of the draft I could understand the displeasure.

    April 20, 2011 at 4:27 pm |
  9. Uninformed Liberal Stooge

    Bbbbbbbbbut what about the children????????????????????????

    April 20, 2011 at 4:06 pm |
  10. eddie w

    under age people who want to drink are gonna want to drink weather its this or something else..i see no reason to pull this or anything like it from the shelvs..

    April 20, 2011 at 4:00 pm |
    • Travis

      Spoken like a true nincompoop.

      April 20, 2011 at 4:02 pm |
      • Truth@Travis

        I stand in awe of the sheer intellectual weight of your response.

        April 20, 2011 at 4:05 pm |
      • eddie w

        @travis under age people have been drinking under age ever since an age limit has been put on drinking..if this was ever pulled NOTHING would change other than us adults having our rights and products we could enjoy taken from i said above if some under age kid wants to drink they will drink what ever they can get..there not gonna be like ohh damn no blast well there isent anyhting else i would like to try/have

        April 20, 2011 at 4:11 pm |
  11. Travis

    What do you expect from a bottom dweller like Snoop Dog? He promotes everything morally unhealthy to this nation, from this liquid crap to those whorish videos and sextapes. He takes capitalism to a whole new level. If he lives to be a ripe old age, he'll have to reflect on what he has done with his career. And he ain't the only one.

    April 20, 2011 at 3:58 pm |
  12. mike

    Good flavors do not make kids want to drink. While they may prefer to drink this over regular beer or whisley, it is a natural curiousity about intoxicants that makes them want to drink. People who think that flavor is the deciding factor in whether kids drink or not are idiots. If meth was blueberry flavored, would you be more likely to try it then? Doubtful.

    April 20, 2011 at 3:58 pm |
  13. Choadley McBent

    Yeaaah, who wants to get tore up?

    April 20, 2011 at 3:57 pm |
  14. PooP Dogg

    I've got an endorsement with EXLAX......Ain't no big thang!!

    April 20, 2011 at 3:54 pm |
  15. Randy

    Seriously...take this around to every middle/high school in the country..and let the kids try it. They will never want to drink again. Im sure it has an awful bitter spoiled wine taste.

    April 20, 2011 at 3:45 pm |
  16. JBJingles

    Anyone else notice that the can he is holding is bigger than his head? How big are those containers??

    April 20, 2011 at 3:37 pm |
    • Queen of Everything@JBJ

      The size of a man's head is directly proportional to the size of his...hat.

      April 20, 2011 at 3:38 pm |
      • JBJingles@Queen

        Hmmmm, that explain a lot.

        April 20, 2011 at 3:40 pm |
      • Truth@Queen, JBJ

        That reminds me of a story...When I was taking developmental psychology, we had a multiple choice test. One of the questions was "A man's ****** size is:
        A. Varies little from man to man
        B. Directly proportional to height
        C. Racially related
        D. Always changing over his lifetime.

        I chose B, and it was marked wrong, with the comment "Don't you wish" (I am 6'1")

        April 20, 2011 at 3:45 pm |
      • JBJingles@Truth

        That was a good humored teacher! Made me smile.

        April 20, 2011 at 3:49 pm |
  17. writingmomma

    Snoop Dogg should be ashamed of himself for promoting this crap. "All money ain't good money". This is sending a message to kids that this mess is cool. Our children are being influenced by all kinds of mess in this world. They are also dying at alarming rates from drunk driving and drug abuse. Be careful Snoop, you have children too. Don't think just because you scold them they won't try it!!!

    April 20, 2011 at 3:31 pm |
    • Queen of Everything@WM

      Believe me, this "mess" is the least of the things Snoop Dogg should be ashamed of. #1 on the list: picking Snoop Dogg as his nickname.

      April 20, 2011 at 3:34 pm |
    • Truth@Witing Momma

      Snoop is a liberal stooge. He cannot help but to exude his ignorance.

      April 20, 2011 at 3:35 pm |
    • mike

      How does this send a message to kids that it is cool? Everyone knows that drinking is cool and has been for thousands of years. St. Ides and other similarly flavored drinks have been around for decades, how is this any different?

      April 20, 2011 at 4:01 pm |
  18. Break the Addiction!

    It always amazes me how the Alcohol Industry gets there way, like a bunch of suit wearing thugs. They like to push their addiction on all members in society, like a crack dealer working an urban alley. Alcohol which is more addicting than Heroin, causes over 200 billion in indirect and direct damages in society. A figure that is almost double, than the impact to society from all illegal drugs. Our taxes on Alcohol recover just a drop in the bucket of these costs, the rest is payed by US taxpayers. Time to raise the taxes on the most popular and damaging drug in society!

    April 20, 2011 at 3:22 pm |
    • Matt

      Alcohol is more addicting than heroin? Sources please.
      Alcohol causes over $200 billion in damages to society? Sources please.

      April 20, 2011 at 3:25 pm |
      • Queen of Everything@Matt

        Would you like that bibliography in APA format?

        April 20, 2011 at 3:37 pm |
  19. Matt

    What encourages people to drink is their parents telling them not to. Every child rebels and alcohol is within easy reach for almost everyone.

    April 20, 2011 at 3:22 pm |
    • Hellokatee


      April 20, 2011 at 3:26 pm |
  20. Abby Butch

    Would ABDULLAH THE BUTCHER drink this beverage before a big match?

    April 20, 2011 at 3:07 pm |
  21. Jeff

    Does it come with a foam cup?

    April 20, 2011 at 3:05 pm |
    • Matt

      What does a foam cup have to do with anything? Are you drunk or something?

      April 20, 2011 at 3:20 pm |
      • Queen of Everything@Matt

        No, Matt, he's probably not drunk. He's probably not an azz hat like you either. Have a great day!

        April 20, 2011 at 3:33 pm |
    • TheFace

      If the Foam cup is left out, does it come with a Free Swisher Sweet?

      April 20, 2011 at 3:28 pm |
    • HiSarrraaaah

      Your brain is in a foam cup...

      April 20, 2011 at 3:29 pm |
  22. Fred

    Interesting how France has a lower drinking age (kids drink wine with dinner sometimes) and they have less problems with alcohol than we do. I also find it strange that the Tea Party less government folks always want more regulation when it comes to social issues.

    April 20, 2011 at 3:04 pm |
    • Lance

      What's your source? Information I was looking at shows very similar alcohol problems among young. people (15-24ish).

      April 20, 2011 at 3:12 pm |
  23. haha

    ive had it. its good. all these conservatives blow my mind. they always say they want govt out of their lives yet are constantly trying to insert their beliefs into others. its like when they outlawed putting caffeine in these drinks. why? you can go to any bar and order a jack and coke or vodka dew so whats the difference? ooohhhh, its high amounts of caffeine, cuz that makes sense. you could just have two jack and cokes then. its ridiculous. lobbyists and repugnantcans. thats what it comes down to.

    April 20, 2011 at 3:04 pm |
  24. LeRoy

    It all starts at home. I am so tired of hearing about crap like this when we are sending our kids to war to die. This country is so messed up.

    April 20, 2011 at 2:58 pm |
  25. Lance

    The headline says they have a problem with the ad. I don't see anything wrong with the ad in the picture. From what I see this ad is clearly directed towards those of legal age. Now the bottles themselves I might agree with.

    April 20, 2011 at 2:49 pm |
  26. Hellokatee

    Young people don't drink because of commercials that make it look cool. When I was 16, I drank because it was a lot of fun. I had great parents who gave me just enough freedom, I was cautious when drinking, and they always told me that if I ever got in trouble or needed a ride I could call. I never once got into trouble. Maybe parents should take a look at themselves and the way they are raising their children. Please explain the pros and cons to your child like you would to any adult. Tell them you would prefer they didn't drink, but if they are ever in trouble that they can turn to you for help. Kids don't get in trouble because they are given too much freedom, they get in those really unbelievable situations because you have alienated your children, made them feel like they can't turn to you, or like the consequences of driving drunk or getting an Minor in Possession charge are not as bad as the flack they will get from you for disobeying your orders. Sure, you want your children to be angels, you tell them not to drink or do drugs, you let them know there are consequences for making bad decisions... But when you were 16 or 17, did you always do EVERYTHING your parents said? And would you have ever turned to your parents to get you out of a situation where you were disobeying them? You can raise your child right and let them have a little freedom. Just loosen the reins a little bit, let them know they can turn to you, and make sure you have explained to them what alcohol is and how it will affect them both negatively and positively. Being a parent doesn't mean being a dictator. I think too many parents come down so harshly on their kids that they are driving them into an abyss of rebellion that they are never going to escape.

    April 20, 2011 at 2:29 pm |
    • Lance

      well said, but also parent should not go to the other extreme, by continuously providing alcohol for parties. If you want to let your child drink at your house, it's not much of a problem, unless your child (or worse his/her friends) starts becoming your drinking buddy

      April 20, 2011 at 2:34 pm |
      • Hellokatee

        I agree. I know a parent just like that, who continuously provides alcohol for her underage children as well as drinking and hanging out with their friends. I should have included some caution for the other extreme. Parents can relate to their children and still be parents. And my mother DID provide alcohol for me on a few occasions when I was in the house with my parents and most certainly not allowed to go out into public! Parenting is not about controlling your children, but setting the example and nurturing them into adulthood. Understanding that your children have their own opinions, independence, ideas, thoughts, and personality is the first step in relating to them. If you find that balance between "go to person" and parent, you will never have to worry about your children being influenced by flashy Snoop Dogg ads!

        April 20, 2011 at 3:05 pm |
  27. chug

    Colt 45 should be blasted for selling Colt 45

    April 20, 2011 at 2:18 pm |
  28. ...

    Bubble letters, Snoop Dogg, and bright colors aren't what make teenagers want to drink: the taboo of alcohol makes teenagers want to drink. Let's lower the legal drinking age to 18 or so, make no issue with having a glass of wine or a beer with dinner, and talk to our children about the dangers of alcohol abuse/drunk driving while encouraging them to make wise decisions. While there is underage drinking and alcohol abuse in Europe, there's less of it than in the US. Teach children that *almost* anything is ok–even healthy–in moderation, but at the same time, teach them that ANYTHING can be dangerous, unhealthy, and even toxic when overconsumed. When you cook a nice Sunday meal, pour your teenager a small glass of wine. Let them taste your beer. Tell them about the art of making fine beer, wine, and spirits. They'll respect it more and will be less likely to abuse it later.

    April 20, 2011 at 2:12 pm |
    • Lance

      There is not much difference between Europe and US in terms of alcohol problems. The numbers of binge drinkers among young people in the US and Europe is about the same. And alcohol related deaths are very similar. I do agree that you should educate your children and discuss alcohol.

      April 20, 2011 at 2:44 pm |
  29. Alex

    this is liquid crack. sounds like a combination of cisco and mountain dew, probably not the healthiest beverage.

    April 20, 2011 at 2:07 pm |
  30. J Z Long Beach California

    What you talking bout fool it targeted at that ghetto booty rate. The more they drank they more booty I get it's called blast to booty ratio I wit u on that Snoop word em up to all my bro's who b given them ghetto booty hoes some blast to get there's ya know..... HA HA !!!!!!

    April 20, 2011 at 1:57 pm |
    • Sir Biddle@JZ Long Beach

      Great attitude, keep it up, we'll build more prisons.

      April 20, 2011 at 2:09 pm |
      • Snowbunny@JZ

        Let me guess.. you're one of those losers who "fathers" 5 kids from 5 different women? Bet you don't have a job either.

        April 20, 2011 at 2:14 pm |
    • Truth, Temporary Bachelor@JZ long beach

      When you are paroled, I can foresee a career in the janitorial sciences in your future...

      April 20, 2011 at 2:37 pm |
  31. standingwave

    Just curious.When was the last time any of you just had to have something because it had a bright colored package?Fact is,if kids DON'T want to drink the packaging isn't going to make them change their mind.If they DO want to drink it probably has more to do with their friends than the package.

    April 20, 2011 at 1:50 pm |
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