Colt 45 Getting in the Caffeinated Booze Game

The new owners of that malt-liquor brand, with the help of rapper Snoop Dogg, plan to unveil next month a label called Blast by Colt 45. The beverage will contain fruit flavors and 12% alcohol by volume, about twice the level of the original version of Colt 45. A seven-ounce bottle of Blast has the alcohol of about 1 ½ light beers.

The Metropoulos brothers said they signed a long-term marketing agreement with Snoop Dogg (whose real name is Calvin Broadus), under which the rapper will promote the brand during live music, television and other appearances. Snoop already is touting Blast on Twitter. The company declined to discuss the terms of the deal with the artist but said it will spend millions of dollars on the launch of Blast, including ads in Vibe, a music magazine. Colt 45 has long targeted an urban, African-American audience, but Blast is aimed at a broader array of drinkers, including women, said Daren Metropoulos, 27 years old.

Blast—which will make its debut in stores April 5, or "4-5," for Colt 45—will be sold in six packs of seven-ounce bottles, as well as in single, 23.5-ounce cans. Flavors include strawberry lemonade and raspberry watermelon, with colors to match. The six-pack of seven-ounce drinks will cost about $7.

Blast will compete with Phusion Projects LLC's Four Loko, United Brands Co.'s Joose and Anheuser-Busch InBev NV's Tilt. Those brands, which also contain up to 12% alcohol, came under fire from regulators in recent years because they contained caffeine, fueling safety concerns that the stimulants could mask a drinker's awareness of the alcohol consumption. The companies have since removed the caffeine under pressure from U.S. and state regulators, but alcohol foes continue to raise objections to the amount of alcohol in the beverages.

The level of alcohol in the 23.5-ounce single can of Blast is about the same as the amount in four regular 12-ounce beers. Such potent malt beverages have been on the market for only a few years. Colt 45 contains 5.61% alcohol. Industry watchdogs say the fruit flavorings and colorful packaging make the products attractive to underage drinkers.

So I'm confused. Does Blast have caffeine or not? Cause if it doesn't this is a non-story but if it does then I'm in. I mean they're doing everything right thus far. Fuckin Snoop Dogg, a six-pack of 7 ounce bottles, and a marketing campaign targeting women and white dudes? Sold and sold everybody. But seriously, if they ain't even gonna fight the fight and try to get caffeine in this shit then there's absolutely no reason for me to buy this over the new Four Loko or Tilt. Already fell for that shit once. Fool me once...shame on.....shame on you. You fool me, you can't get fooled again.