City Attorney Dennis Herrera’s yearly missive warning about the dangers of alcoholic beverages marketed to youth arrived right on time Thursday, this time targeting Pabst Brewing Company’s “Blast by Colt 45” as a “fruit flavored binge-in-a-can.”
Whether that description may actually encourage more young people than deter them is uncertain, but Herrera argued in a statement that the drink was a “serious public health and safety risk.”
Herrera joined 17 attorneys general, including California’s Kamala Harris, in penning a letter asking Pabst to discontinue the malt beverage, which is 12 percent alcohol and comes in grape, strawberry lemonade, raspberry-watermelon and blueberry-pomegranate flavors. (Yum?)
The attorneys say the drink’s taste and colorful packaging will attract those under the legal drinking age, and its carbonation encourages drinkers to down it quickly. They further criticized the choice of rapper Snoop Dogg as Pabst’s celebrity spokesperson and noted concerns Blast marketing is especially targeting African-American youth.
“Just as we’re seeing real progress from companies and regulators to address the dangers of ‘alcopops,’ along comes fruit-flavored ‘binge-in-can,” Herrera said.
“You can’t drink it responsibly unless you throw most of it away,” he added.
Correction: This article was corrected May 2, 2011. An earlier version of the article incorrectly identified one of the four flavors of “Blast by Colt 45." The flavors are grape, strawberry lemonade, raspberry-watermelon and blueberry-pomegranate flavors.