Is new Colt 45 drink marketed to kids?

Blast is a brightly colored, fruit flavor concoction with bubble handwriting on the packaging and Snoop Dogg in its commercials. It’s not a new soft drink, but a potent new adult beverage with 12 percent alcohol. However, critics fear its aimed straight at kids.

From CNN:

“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.”

Jon Sayer, chief marketing officer for Pabst Brewing Co., said in a statement that Blast ic only meant for people above the legal drinking age.

(Click here to see images of the cans and of the commercial to judge for yourself who the product is aimed at.)

CNN talked to some New York University students about the new drink and they noted the inexpensive price and larger than normal can.

“Student Sadik Uddin said it does not look like an alcoholic drink.”

” ‘They dressed it up to look like a soda drink. I think the design is pretty cool. I would probably assume it’s a sports drink and gone for it,’ the 21-year-old said.”

So what do you think: Is this product aimed at teens? What do you think of the high alcohol content? What do you think of the packaging and commercials?

–Theresa Walsh Giarrusso, ajc.com Momania. I have increased my Twitter activity. I am sending out great stories for moms each day focusing on health, fitness, sex, entertainment, food, travel and obviously parenting! So follow me on Twitter at @AJCMOMania!)

26 comments Add your comment

DB

April 21st, 2011
1:01 am

Well, of COURSE it’s aimed at teens. Anyone who says anything different is dreaming. They say it isn’t aimed at teens because teens can’t purchase alcohol — but we see how much that stops them now, right?

[...] here: Is new Horse 45 drink marketed to kids? Related Posts:Snoop Dogg Criticized For Promoting Alcoholic Energy Drink … Rapper Snoop Dogg [...]

Jeff

April 21st, 2011
2:42 am

Yes it’s marketed to kids. But so are a lot of things.

Purple Drank

April 21st, 2011
7:50 am

Where can I gets me sum?

Get my drank on

April 21st, 2011
8:02 am

Definitely aimed at kids…. And obviously the products are selling. When I was in school it was Brass Monkey or Cisco… Same deal, it’s just fast forwarded 20 plus years.

justmy2cents

April 21st, 2011
8:03 am

Looks aimed towards the high school/college crowd who want to get totally hammered for the cheapest price possible…they just market it more these days than they used to when we were younger.

shes a genius!

April 21st, 2011
8:22 am

Wow, congrats, great journalism, you single handidly exposed the whole “target demographic marketing scheme” thing. (I heard denture cream is targeted to denture wearers, you might want to look into that)

CDW

April 21st, 2011
8:34 am

Yes, the packaging is “pretty”, but it clearly says 12% alcohol right at the top. I’m assuming the product placement will be with all the other alcoholic beverages (with beer and wine in the grocery and convenience stores), so no kid should “accidently” pick up a can. The only real issue I see here is making sure the convenience store clerks know their product and know to card (the grocery store scanners will remind them to check ID). Beyond that, it is no worse than wine coolers, Mike’s Hard Lemonade, or any other sweet adult beverage.

Kids have found ways to obtain alcohol (and lots of other things they shouldn’t) since the establishment of a drinking age. I did, and your kids will, too if that is what they want to do. Blast is not going to change that.

@shes a genius!: “Kids” in the context of this discussion is under 21, which should NOT the marketing demographic for makers of alcoholic beverages. If you are going to be sarcastic, please try to be relevant.

Enemas for Easter

April 21st, 2011
9:14 am

@ shes a genius -

Yeah…..Be careful not to point out the obvious here. Anything outside the lines causes a collective pantie bunching.

The gist of all these blogs is to create false drama over the most mundane, or most obvious scenarios.

GoodBoy

April 21st, 2011
9:31 am

Why can’t we take one step back to where the fault is. Kids buying drinks when they’re not legal yet. I didn’t drink till I was 21. My parents taught me better not to break the law, and I didn’t. It’s an ad, a commercial, not a legal mandate. “oh kids are going to do it anyway” is a cop-out. A parental failure.

Sylvania

April 21st, 2011
9:52 am

Here’s the deal. Most businesses that sell alcohol check identification if the purchaser looks to be underage. If they sell to a minor and get caught they go to jail. Let this company “market the product to children.” Most proprietors know better not to sell any alcoholic product to a child.

Also, if a high school student feels compelled to break the law twice – buy alcohol and drink it – because of perceived peer pressure, the parents failed to impart self confidence and self respect whilst raising the kid. So an under-age person buying alcohol is the result of a parenting problem.

RJ

April 21st, 2011
10:11 am

As cute as the packaging is, alcohol is not for kids. Unless they’re showing commercials on Disney and Nickelodeon, then it’s being marketed to young adults. I don’t see the issue.

shes a genius!

April 21st, 2011
10:20 am

CDW, Beer marketers dont care if their target is legal, it’s still a target. (Joe Camel), Relevance!

Enemas for Easter

April 21st, 2011
10:35 am

When I was 15, I remember Boones Farm being appealing to me…..Why? It was sweet and cheap. I also remember being able to get it with little trouble. If you don’t think this new beverage is not being targeted to under age drinkers, then you are naive.

I’m glad I am much older and have discovered Belgian style beers. Anyone up for a Corsendonk?

Theresa Walsh Giarrusso

April 21st, 2011
11:38 am

Maureen has got a great discussion going on in Get Schooled on redistricting — check it out

http://blogs.ajc.com/get-schooled-blog/2011/04/21/should-family-income-play-a-role-in-redistricting-what-should-matter/

Theresa Walsh Giarrusso

April 21st, 2011
11:40 am

Also other news of note — AJC is running a mother/daughter look alike contest for Mother’s Day. The prize is $1000!!!!!! (Vacation money!) You can find the details here:

ajc.com/go/momday

Becky

April 21st, 2011
12:07 pm

I haven’t seen any of the commercials for this, but I don’t really tihnk it much matters..If young people want to drink, they’ll find a way..When I was 16, I was using my older sister’s ID to go in bars and drink..The funny thing was, that she was also using her ID to go in and noone ever questioned us..And trust me, her name is not a name that lots of people have..

@Enemas, thanks for the invite, but I have never been a beer drinker and now, I’m pretty much a non drinker of anything alcohol..Enjoy..

No Fat Chicks

April 21st, 2011
12:19 pm

“The gist of all these blogs is to create false drama over the most mundane, or most obvious scenarios.”

Best post ever!

Over-dramatic mommy types who believe everything = FAIL

OTOH

April 22nd, 2011
2:34 am

No, No, Lord, Not the Kids!
Y’all may be too wrapped up in the threats to your special snowflakes to have noticed but the marketing departments have not. Today’s 20 somethings – legal drinkers, not kids – respond well to Snoop Dog and 70’s retro, bright colors, and cheap prices. It isn’t always about the kids.

Bless Your Hearts

April 24th, 2011
2:49 pm

As a parent, I was and still am, more concerned with the example “Slick Willie” Clinton set with his BJ’ing cigar humidor Monica adulterous affair and his lying under oath to federal authorities and Congress (which is a serious offense, that would mean jail time for the majority of us and even famous people like Barry Bonds) and Obama’s beer summit, than I am about this and the majority of advertisements for sugar & fat filled cereal, burgers & frenchfries, etc. that all target one weak-minded group of people or another.

Bill McNeil

April 24th, 2011
3:42 pm

Wazzup yall! Bill McNeil here, rockin’ the mike again, cold representin’ Rocket Fuel Malt Liquor.

Rocket Fuel Malt Liquor! Dayum!!!!

http://www.youtube.com/watch?v=3JpwjnMFlJI

Back on subject…yes, it’s aimed at kids. The same way that Four Loko stuff is too. When I was a teenager, we had Sun Country Wine Coolers….could even get it in a plastic 2-liter bottle.

Billy Dee

April 24th, 2011
4:48 pm

Why’s everyone down on my smooth drinking Colt 45?

Wondering ?

April 24th, 2011
5:25 pm

I thought Colt 45 was marketed toward African-Americans.

Pee Diddly

April 24th, 2011
5:51 pm

Damn fine stuff i must say y’all. Go so good in the mornin with my blunt…give it up beeyatces

john

April 24th, 2011
8:18 pm

Only a great fool would think it is not aimed at kids.

bostonbravo

April 24th, 2011
9:02 pm

good old days…just CC & VO…no ad influence in 1960’s NY City high school back then! and MOST of us still live!