Blast by Colt 45 – a supersized alcopop – was pronounced a dangerous product and a grave threat to public safety. It is the latest binge drinking threat to youth.
Seventeen attorneys general from different states, and the city of San Francisco, demanded from Pabst Brewing, the maker of the new alcoholic flavored drink, to reduce the product’s alcohol content and change its marketing campaign. Attorney General Douglas Gansler of Maryland wrote, "We believe the manufacture and marketing of this flavored 'binge in a can' poses a grave public safety threat and is irresponsible."
The alcohol content of one single serving of Blast is 12% ABV (alcohol by volume). In a 23.5-ounce can, the alcohol content comes out to almost five servings per drink. This is equal to four and a half cans of beer. It surpasses the drinking limit of alcoholic beverages for women (four servings) and nearly exceeds the limit for men (five servings). The letter states that “consuming a single can of Blast on one occasion constitutes ‘binge drinking’.”
The attorneys general also raise concerns for Blast advertisement, which features youth-icon Snoop Dogg endorsing the drink on YouTube. The videos and its sweet and fruity flavors make the drink appealing to minors.
Marin Institute of California, an alcohol watchdog, launched a campaign in April to bring the dangers of the drink to the public’s attention and stated that, “Supersized alcopop Blast is too big, too potent and marketed to youth.”
On the other hand, Pabst claims that Blast is not intended for consumption by anyone below 21 years old, and that it may be consumed responsibly. According to AOL, Pabst said, "As with all Pabst products, our marketing efforts for Blast are focused on conveying the message of drinking responsibly. To that end, the alcohol content of Blast is clearly marked on its packaging, we are encouraging consumers to consider mixing Blast with other beverages or enjoy it over ice, and we are offering a special 7-ounce bottle for those who prefer a smaller quantity, among other important initiatives."
Despite Pabst’s statement, the attorneys general still think that the company did not make a sufficient effort to ensure that the alcoholic drink is consumed responsibly. They call for significant change in order to dilute the risks of the flavored drink. They hope that their letter to Pabst reaches all companies marketing products that promote unsafe drinking habits to youth. "I hope our letter asking Pabst to take swift and responsible action will also be heeded by other companies who produce these unsafe 'supersized' alcopops."
Read the Attorneys General memo here.
