Wednesday, July 25, 2012

Colt 45 Malt Liquor

Colt 45 Malt Liquor (5.61% alcohol) was introduced by National Brewing of Baltimore in 1963.
It was the second national malt liquor (extra-strong beer) brand made in the USA, the first being
Country Club Malt Liquor.  It has been a Pabst product since 1999.  According to the Colt 45
website, this beer was named after Baltimore Colts running back Jerry Hill (number 45).  For the
last quarter decade Colt 45 has received no national television, radio, or print advertising attention.
Originally, Colt 45 was marketed as an adventurous beer, targeted towards upper-middle-class
whites.  At some point in the 1970s, the beer began to be pushed in urban, black areas, and it's
advertising reflected this trend, with Billy D. Williams touting, "Colt 45...works every time."  Since
about 2005, the brand has become something of a phenomenon among, white, urban hipsters,
and now the marketing seems to be focused on this demographic to a significant extent. 
Availability is nationwide, and Colt 45 is sold in 12 oz., 16 oz., and 24 oz. cans and in 7 oz. (New
York City), 12 oz., 22 oz., 32 oz., and 40 oz. bottles.  Besides the iconic malt liquor brand, Colt
45 lager beer, Colt 45 Double Malt (with a heavier body), and Colt 45 High Gravity Lager
(8.5% alcohol) are also sold.  These variants are regionally available.  All of these brands are tasty
and enjoyable, but I would recommend NOT drinking Colt 45 from the bottle, as the clear glass
may allow light to spoil the product.  The can is the safe bet.

In 2011, Colt 45 Blast, a flavored, high-alcohol malt liquor line, was launched.

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