The makers of Colt 45 malt liquor have stirred up a controversy with their new beverage that some fear will encourage kids to drink.
Blast is a fruity new blend boasting twice the alcohol as Pabst Brewing Co.'s original malt liquor.
The drink in a colorful 23.5-ounce can resembles soda pop but has an alcohol content of 12%, more potent than a typical can of beer.
"Colt 45 makers are raising the alcohol level from the already high 6% to the even higher 12%, and enticing young people with hip hop themes and lollipop flavors," said Paul Porter of Industry Ears, a think tank that promotes justice in the media.
Porter said the company is "expanding its market with our children."
Blast joins the ranks of some high octane drinks such as Four Loko, Joose and Tilt that came under fire late last year for advertising to underage consumers.
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