* From a press release…

Attorney General Lisa Madigan sent a letter today to Pabst Brewing Company, based in Woodridge, Ill., urging the company to lessen the alcohol concentration in its new malt beverage marketed under the name Blast. Madigan is especially concerned over the product’s potential danger to minors.

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

The Attorneys General’s letter, joined by 17 other state, city and territory officials, details concerns over Blast, which amounts to a “binge-in-a-can.” The 12-percent alcohol concentration of Blast means a single 23.5 ounce container is equivalent to drinking an entire six-pack of typical American beer. Madigan said the promotion and marketing of Blast appeals to minors, with its brightly colored cans and fruit flavors and a marketing campaign featuring hip-hop artist Snoop Dogg.

I do see the point about marketing to the younger crowd…

Grape and Watermelon flavored brewskis are not my cup of, um, whatever. But are they for kids? Mike Riopell at the Daily Herald’s new politics blog got Pabst’s spokespeople to respond…

Blast is only meant to be consumed by those above legal drinking age and does not contain caffeine. As with all Pabst products, our marketing efforts for Blast are focused on conveying the message of drinking responsibly. 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 7 ounce bottle for those who prefer a smaller quantity, among other important initiatives.

The alcohol content is “clearly marked” because that’s the big selling point. Drink one and you’re done. Although, the company might want to make sure minors aren’t posting on its FaceBook page if it wants to keep its rep clean. Either way, I still dunno whether the attorney general ought to be involved in this. Your thoughts?

       

36 Comments - Anonymous - Thursday, Apr 21, 11 @ 2:51 pm: Well, it is kind of borderline improper consumer advertising, and Lisa’s staff has to do something to keep her name in the papers. She wouldn’t, like, want them to be investigating corruption or anything. - wordslinger - Thursday, Apr 21, 11 @ 2:53 pm: I liked it when Colt-45 had an upscale image. Great spots where Billy Dee Williams would show up at his lady’s penthouse wearing a tux and carrying a six-pack of Colt — “a fine malt liquor beverage.” This stuff is clearly geared toward kids. It looks like something advertised on Hanna Montana. Pabst should probably watch their step, a la Joe Camel. - Ghost - Thursday, Apr 21, 11 @ 2:56 pm: It looks like its packaged for kids, and the flavors correspond to candy. At least malt liquor beverages like Mikes Hard Liquor are packaged in more adult appearing containers. - OneMan - Thursday, Apr 21, 11 @ 2:56 pm: Ironic that the complaint and the reference to Snoop Dog comes on 4/20… For Shizzle… - shore - Thursday, Apr 21, 11 @ 2:58 pm: This is about keeping her name in the papers. There’s lots of stuff targeted towards kids that could do harm to you, and the “binge in a can” argument doesn’t really hold up when there are lots of other ways to get drunk. I wasn’t aware that in our state in these times our attorney general had so little to do that she was now on marketing police patrol duty. - 10th ward - Thursday, Apr 21, 11 @ 2:58 pm: Nanny-gate!!! what’s next? If someone of legal age buys this product…who cares! This not like Joe Camel wordslinger.. - howie - Thursday, Apr 21, 11 @ 3:04 pm: I’d say no to the AG getting involved. Maybe if Pabst heard from enough customers who dislike the new ad campaign… - Palatine - Thursday, Apr 21, 11 @ 3:05 pm: She should concentrate on criminals instead of telling us how to live our lives. - wordslinger - Thursday, Apr 21, 11 @ 3:06 pm: 10th Ward, just how big do you think the over-21 market is for a 23.5 ounce can of grape flavored malt liquor? Give them some credit for knowing what they’re doing. - Rich Miller - Thursday, Apr 21, 11 @ 3:06 pm: 10th ward, instead of simple-mindedly flinging empty rhetoric, how about backing up your bold statements with some facts or at least some pertinent observations? Leave the bumper sticker slogans out of comments, please. - 47th Ward - Thursday, Apr 21, 11 @ 3:07 pm: Madigan is probably right to go after this now before someone else beats her to the good press she’s likely to get for this in certain quarters. Blast, like most flavored malt beverages, is beer for people who don’t like the taste of beer. Zima and some others come to mind. Anything that might produce a fine beer buzz that doesn’t taste like beer is going to be a hit with kids. I hated the taste of beer at first, but by the time I got to high school, I learned to love it. Pabst is probably trying to target women aged 21+ with this concept, but yeah, I can see where this would be appealing to a younger than 21 crowd. 12% - wow! Call me old-fashioned, but I still prefer a real malt liquor like Mickey’s or Old English, maybe Little Kings on occasion (those tiny bottles were cute), but that’s just me. - How Ironic - Thursday, Apr 21, 11 @ 3:09 pm: I’m an adult. No self respecting adult is going to be carrying or drinking out of a pink can with a ‘my little pony’ on the front. This is CLEARLY marketed for children/underage drinkers. I have zero problem with alcohol (I even brew my own beer). But I have a serious problem with marketing to children/under legal drinking age. There is zero chance this is aimed at 21-39 crowd. - wordslinger - Thursday, Apr 21, 11 @ 3:10 pm: Was it Mickey’s or Little King’s that had the trivia question inside the cap, for the intellectual malt liquor drinker? - ChitownHV - Thursday, Apr 21, 11 @ 3:10 pm: I feel that stories like these do more to increase sales of the product than anything else. I’m reminded of people I know that bought Four Loko just because they heard about these types of stories and their impending ban. They’d never heard of it before the stories came out. - 47th Ward - Thursday, Apr 21, 11 @ 3:24 pm: That sounds vaguely familiar Word, I’m guessing it was Little Kings. Mickey’s was famous for its big mouth bottles. I remember always cutting myself after opening one because they had this razor sharp pull-tab ring top instead of a simple screw cap. Good times. - steve schnorf - Thursday, Apr 21, 11 @ 3:26 pm: jeez, guys. Annie Green Springs and Ripple flavors weren’t that manly and I don’t remember that slowing us down, back in the day. This is an age-old societal problem that many of us wish we knew better answers to. - The Captain - Thursday, Apr 21, 11 @ 3:28 pm: I get going after the marketing, but the whole “binge in a can” thing is just silly. I hope no one tells her about whiskey. - JL - Thursday, Apr 21, 11 @ 3:30 pm: I agree with ChitownHV. This is nothing but free marketing for Pabst. Even if they do get pressured into changing the recipe, they will make a few bucks off the novelty of the product. That being said, I think it might be wise for the Attorney General to pick her battles more carefully. - Been There - Thursday, Apr 21, 11 @ 3:30 pm: Since the AG is only “urging” Pabst to reconsider that is her perogative. As long as what the company is doing is legal, well then they are in their rights to do it. On the other hand, just because it is legal doesn’t mean it is the best PR for Pabst. Plenty of people (myself included) shy away from companies that have corporate policies they don’t agree with(Walmart / Jimmy Johns). It also brings new meaning to the often used phrase when someone gets pulled over: “but officer, I only had one beer”. - Cincinnatus - Thursday, Apr 21, 11 @ 3:31 pm: Lisa Madigan discovers a kitty. - Anonymous - Thursday, Apr 21, 11 @ 3:38 pm: Is this story related to Tuesday’s caption contest? - Cincinnatus - Thursday, Apr 21, 11 @ 3:38 pm: - Been There - Thursday, Apr 21, 11 @ 3:30 pm: “Since the AG is only “urging” Pabst to reconsider that is her prerogative.” From the SoS web site: “The job of the Attorney General is to: • Advocate on behalf of all of the people of Illinois; • Legislate with members of the General Assembly for new laws; and • Litigate to ensure the enforcement of state laws.” And I would contend that advocate she used in reference to the AG means acting as an officer of the court who maintains or defends the rights of his client in the same manner as the counsellor does in the common law. So, how does this fall within the portfolio of the AG and how does this issue assume a priority over her constitutional functions. Lisa Madigan - epic fail on this one. - Irish - Thursday, Apr 21, 11 @ 3:42 pm: I don’t see where there is enough evidence that underage kids are being targeted to warrant intervention by the AG. If pretty colors are the bellwether then where was she when the pretty colored UV vodkas started hitting the market? Same argument for the flavors. This type of drink seems to be most popular with the ladies. All one has to do is visit a college bar and listen to the drinks being ordered and look at what is being consumed to realize that pretty colors and god-awful flavors are the rule of the day. The look I got when I ordered scotch on the rocks and then watching the bartender scramble to see if he had anything called that was amusing. As far as the alcohol content and underage drinkers how many stories can you recall that involved Everclear. And how many times has anyone used that fine spirit since they became old enough to drink legally? I never heard of any AG investigating it. - ChitownHV - Thursday, Apr 21, 11 @ 3:45 pm: === Lisa Madigan - epic fail on this one.=== Maybe Cinci should pick up a Blast and chill out just a little bit. - Just Observing - Thursday, Apr 21, 11 @ 3:47 pm: Waste of taxpayer resources going after Pabst on this. Also, for all those that say this is clearly marketed towards underage kids… I just don’t know if I can buy into the argument that an alcohol company would profit enough from designing and marketing a product in the hope that underage kids can get a hold it. Underage kids, often, are forced to drink whatever they can get their hands on (e.g. parent’s liquor cabinet). I don’t know if begging teens can be choosers when it comes down to it. Some have fake ID’s or get someone to buy for them, but is there a big enough market for that sub-group of underage drinkers? There just may be enough buyer power in the 21 to 30 (give or take) age range to warrant development of this product. - cermak_rd - Thursday, Apr 21, 11 @ 3:48 pm: I’m disgusted by the cans. What self-respecting adult wants to drink an “adult” beverage out of one of those? I am, however, unphased by the alcohol content. I enjoy my beer, including Doppelbocks and Barleywine Ales both of which can easily get to 12% alcohol. - cermak_rd - Thursday, Apr 21, 11 @ 3:50 pm: Oh, and the flavors. I’m appalgusted by the flavors. Watermelon? Ick. If the kiddies are old enough to drink booze, they’re old enough to drink it without the kiddie cocktail flavoring. - Cincinnatus - Thursday, Apr 21, 11 @ 3:53 pm: - ChitownHV - Thursday, Apr 21, 11 @ 3:45 pm: === Lisa Madigan - epic fail on this one.=== “Maybe Cinci should pick up a Blast and chill out just a little bit.” Perhaps Lisa should join me… - Yellow Dog Democrat - Thursday, Apr 21, 11 @ 4:04 pm: The whole point of having an entire 6 pack in a single can is so no one steals your beer at the party and you don’t lose your stash when the cops raid the party. That’s why I drank Bacardi 151 when I was 17. As far as encouraging “consumers” to use it as a mixer or serve over ice…LOL. Clearly, they don’t know that much about consumers. - Wensicia - Thursday, Apr 21, 11 @ 4:06 pm: I work in an inner city high school. Alcohol consumption has increased amongst teen students over the past few years, drinks like these have become very popular, so my students tell me. Madigan should get involved in underage abuse of these products, IMO. - 10th Voter - Thursday, Apr 21, 11 @ 4:10 pm: Irish hit the nail on the head. It’s not being marketed to the underage crowd, but to the barely-of-age crowd. Many new drinkers drink to get obliterated, not for the enjoyment of flavors or responsible levels of inebriation, which makes this the perfect choice for chugging. Although, I’m now considering buying this glorious beverage for this summer’s Jimmy Buffett concert… - Esquire - Thursday, Apr 21, 11 @ 4:30 pm: Is Lisa Madigan also going to target imported beers as well? Many European brews have higher alcohol content than domestic brands (Sam Adams’ Triple Bock excepted). - Generation X - Thursday, Apr 21, 11 @ 4:34 pm: Ok Snoop Dogg was a popular artist in my young adult days. I seriously doubt he’s big among the teenagers now. Its not like Justin Bieber is their spokesperson. When i was underage I would take anything I could get my hands on, regardless of packaging - Meanderthal - Thursday, Apr 21, 11 @ 4:39 pm: I was never a fan of AGs in other states like Spitzer or Blumenthal, but at least they picked big fights. Lisa Madigan fights a bunch of tomato cans and the media falls all over themselves for her. Our state deserves better. - Jake From Elwood - Thursday, Apr 21, 11 @ 4:40 pm: Pabst is based out of Woodridge? Personally, I am waiting until they introduce the Acai Berry flavor in the fashionable neon green can. This is marginally an issue before the AG and it looks like she is addressing it only because 17 other AGs were getting the bandwagon rolling. - Dan Bureaucrat - Thursday, Apr 21, 11 @ 4:55 pm: I agree 100% with what Meanderthal said! Madigan’s office is a PR churn. It is all a bit too moralistic for my taste. Sorry, comments for this post are now closed.