Snoop Dogg Targets Black Youth for BLAST, a Colt 45 Malt Liquor

In a now familiar script, Pabst Brewing Company hired the rapper Snoop Dogg to promote Blast, which Pabst describes as “a premium malt beverage with natural fruit flavors and a kick that is uniquely Colt 45.”

Blast is 12 percent alcohol by volume, more than twice most major beer brands, and is sold in 23.5-ounce cans. One can at the suggested retail price of $2.49 provides the equivalent alcohol intake of more than four 12-ounce bottles of beer. Snoop Dogg promotes Blast in a YouTube Video that manages to be offensive to women, African-Americans and young people, and in comments on Facebook and Twitter, leading a marketing campaign designed to bypass industry guidelines that restrict alcohol advertising to young people. In response, the Marin Institute, an alcohol policy and advocacy group, has launched Petition Pabst: Stop Targeting Youth, Give Snoop the Boot.