Last year, Four Loko took the beverage industry by storm when the company went viral due to the spread of word-of-mouth on college and University campuses. The success of Four Loko established an untapped and underserved market among young drinkers for fruit-flavored, high alcohol content beverages.
Last month, Colt 45, owners of Pabst Blue Ribbon, announced the launch of Blast by Colt 45, a 12% ABV malt liquor featuring a variety of fruity flavors, including strawberry lemonade, raspberry watermelon, blueberry pomegranate and grape. If those multiple flavors weren’t enticing enough, the company also announced that rapper Snoop Dogg would serve as Blast by Colt 45’s spokesperson in print, television, social media and live music marketing.
The company has already begun sponsoring concerts that feature giveaways of the beverage along with other promotional items like t-shirts and hats. Snoop has also released a Blast by Colt 45 sponsored mixtape entitled ‘PuffPassTuesday.’ Check out the video to see behind the scenes clips of Blast’s first promotional photoshoot.
Photo Credits: Colt 45's Facebook FanPage