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.”
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.”