Colt 45 (malt liquor)
|Manufacturer||Pabst Brewing Company|
|Alcohol by volume||5.6% to 8.0%|
Colt 45 is a brand of lager or malt liquor in the US, introduced by National Brewing Company in the spring of 1963. Through a series of mergers and acquisitions, the National Brewing Company and its brands (including Colt 45) are today owned by the Pabst Brewing Company.
Colt 45 is available today in a multitude of packages and sizes. Cans are available in 12, 16 and 24 ounce packages and bottles are available in 7, 12, 16, 18, 22, 32 and 40 ounce packages. Cans are available in multi-packs including: 12, 15, 18, 24, 30, 36, 42 packs of 12 ounce cans.
National Brewing Company introduced Colt 45 in 1963. Previously, the only major national brand of malt liquor was Country Club. The label was designed with a kicking horse and horseshoe, a subtle reference to its "extra kick" compared to competing brands.
The label has a long-time advertising association with actor Billy Dee Williams, who has been seen in print ads, on billboards and in television ads for Colt 45 starting in the 1980s. The product's slogan during that era, as stated by Williams in his television commercials, was, "It works every time." Williams responded indifferently to criticism of his appearances in the liquor commercials. When questioned about his appearances he is alleged to have said, "I drink, you drink. Hell, if marijuana was legal, I'd appear in a commercial for that too."
Colt 45 makers experimented briefly with a mint-flavored derivative, marketed under the name Cool Colt, in the early 1990s. Available in limited quantities, it was largely met with puzzlement from loyal customers. While it was in production, the slogan for Cool Colt was "Taste the Cool."
A double malt version—titled Colt 45 Double Malt—is also produced; it has the same alcohol content as Colt 45 Malt Liquor, contrary to popular belief. Sold in only certain regions, the label is distinguishable by two horseshoes rather than the standard single one.
In 2011, Pabst Brewing introduced Blast by Colt 45. Snoop Dogg signed on to promote the beverage as Blast's "brand ambassador." The 12% ABV fruit-flavored malt beverage has been criticized for targeting underage drinkers. In order to cooperate with FDA regulations, Blast by Colt does not contain caffeine, taurine, or guarana.
- Kiefaber, David (July 20, 2007). "Billy Dee’s charisma still works every time". AdWeek Blogs. Retrieved 2011-06-01.
- "G. Heileman tests malt liquor segment with Cool Colt debut - G. Heileman Brewing Company Inc". Modern Brewery Age. 1993-01-25. Retrieved 2008-06-02.
- Press Release: Pabst Brewing Company Introduces the Ultimate Cocktail
- Officials Say New Alcoholic Soda Targets Teens, foxnews.com