Well it is happening again. This time it is Pabst Brewing the makers of Colt 45 Blast. They are being targeted by 19 state’s attorney Generals to take their product from shelves in their respective states. The argument is that each of the Colt 45 blasts is the equivalent of 5 beers in one can, and based on the marketing of these products they are targeted to underage drinkers. The fear is that kids will overindulge and get hurt. Not a good thing. I get it. And I must say that while I wasn’t a fan of Four Loco, I thought that they should be able to sell it. However I am beginning to have some mixed feelings.
See first it was Four Loco with the high ABV and the caffeine, now it is Colt 45 Blast, no caffeine, but an uber high ABV that is solely intended for inebriation. Lets face it you aren’t going to open a can and pour a reasonable 2-3 oz of the stuff like you would a mixed drink. No you will drink the can, which tastes like cool aid and goes down very easy. Then you will have impaired judgement and have another…Rinse and Repeat.
This really goes against everything Jim and I stand for on this blog. We are trying to have an intelligent discussion (ok maybe not that intelligent) about beer and whiskey as adult beverages to be enjoyed in moderation. This takes that to a place which is actually kind of dark, and that is not where beer should be in my opinion. What is the goal of Colt 45 Blast? Plain and simple to get kids wasted. So I’m finding myself agreeing with the Attorney Generals. Pabst has gone too far. They have taken beer and turned it into what it used to be perceived as…low class.
Now we have never tried to elevate beer to an elitist level like many of the Beerdoucheratti do, but this is giving beer a black eye and confirming the misconceptions that many people had about beer as a low class drink for losers. Plain and simple Colt 45 Blast takes beer in the entirely wrong direction.
In the final analysis I’m not sure we need to legislate against this, but it certainly caught my attention as something that we should all be discussing and trying to prevent in the beer community. An old fashioned boycott might do wonders here.