Colt 45 Blasts Off with Snoop Dogg

By Dirk Hanson 04/02/11
Calvin Broadus having a Blast.
Photo via thesocietyonlinel

Here’s a time-honored way to get more people to like your alcoholic beverage: Put more booze in it. Despite the ups and downs of Phusion Project’s Four Loko, the caffeine-fueled drink that got regulators up in arms, Pabst Brewing Co., with help from Snoop Dogg, is set to launch “Blast by Colt 45,” a little fruit-flavored number with twice the punch of the original Pabst Blue Ribbon Colt 45.  The rollout includes a Snoop Tour of Southern California, accompanied by a covey of tank-topped female associates. Ah, branding. But at 12% alcohol by volume, Blast is a high-risk venture aimed at youthful drinkers in what has been dubbed the “alcopop” market. According to the Wall Street Journal, the company signed a long-term marketing agreement with the rapper for an undisclosed sum. “This is a lot of booze in one can,” said the executive director of the Marin Institute, an alcohol industry watchdog.

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Dirk Hanson, MA, is a freelance science writer and the author of The Chemical Carousel: What Science Tells Us About Beating Addiction. He is also the author of The New Alchemists: Silicon Valley and the Microelectronics Revolution. He has worked as a business and science reporter for numerous magazines and trade publications including Wired, Scientific American, The Dana Foundation and more. He currently edits the Addiction Inbox blog. Email: [email protected]