Marketing Ethical Dilemma: Pabst Brewing Cos New Drink Blast - Assignment Example

Pabst Brewing Co recently introduced a new product called “Blast.” It is based on the company’s successful “Colt 45” brand of malt liquor and is marketed by rap music star Snoop Dogg. (Talanova, 2011) There are two features that make it different from the original “Colt 45” product, and this is that it contains much more alcohol (about 12%) and it is much sweeter in taste. This has caused the company to come under pressure from some authorities, who think that this will encourage people under the legal drinking age to buy the product and drink it. (Bloomsberg, 2011). 

            The company maintains that all of its products are aimed at an older market and that they will always promote responsible drinking. There are serious doubts about the sincerity of this claim due to the choice of bright colors and cartoonish designs on the cans, and the very sweet taste, both of which appeal to younger drinkers. The connection with Snoop Dog and rap music is also tied in with the youth market, and this may well encourage young fans to choose this drink.