AGs Urge Pabst to Lower Alcohol Content in Blast

Calling Blast a "binge in a can," 16 attorneys general and officials in San Francisco and Guam urged Pabst to lower its alcohol content.
April 26, 2011

SPRINGFIELD, IL - Illinois Attorney General Lisa Madigan, along with attorneys general in 15 other states and officials in San Francisco and Guam, urged Pabst Brewing Company last week to lower the alcohol content in its new flavored malt beverage, Blast by Colt 45, reports.

Calling the beverage a "binge in a can," they said the beverage??s alcohol content of 12 percent in a 23.5-ounce can makes it equivalent to nearly five servings of alcohol.

"As a result, consuming a single can of Blast on one occasion constitutes 'binge drinking,?? which is defined as men drinking five (and women drinking four) or more alcoholic beverages in about two hours," according to the officials?? letter sent to Pabst CEO Charles Dean Metropoulos.

Blast is marketed in colorful cans with flavors including blueberry pomegranate, strawberry lemonade, grape, and raspberry watermelon, and targets 21- to 29-year olds.

The officials expressed concern that the drink was marketed toward minors with its packaging, flavors, and spokesperson ?" rapper Snoop Dogg.

"Alcohol abuse among young people is a serious and alarming epidemic," Madigan said. "A product like this only serves to glamorize alcohol abuse and promote binge drinking, threatening the safety of those consuming it."

A Pabst spokesperson emphasized the product is only meant for those of legal drinking age.

"As with all Pabst products, our marketing efforts for Blast are focused on conveying the message of drinking responsibly," the spokesperson said. "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 seven-ounce bottle for those who prefer a smaller quantity, among other important initiatives."