| By Saxon Baird - Jan 29th, 2008 at 4:27 pm EST |
| Also listed in: Campus Progress Blog |
Pabst Brewing Company has started a new marketing campaign that is attempting to garner appeal of their 40 oz. malt liquor brand Colt .45 towards young, urban youth. The campaign includes graphic novel style advertising and decorative brown paper bags.
Read the full story on Adage.
There is no denying that with the rise of hip-hop in America that many aspects of cultural iconography have been appropriated by middle-class white youth. The 40 oz. has and continues to be an element of that in some ways. (Some of us may remember the St. Ides commercials aired in the early 90’s featuring prominent hip-hop artists of the time)
However, the 40 oz. has also been considered a product that contributes to perpetuation of keeping urban poor communities down. (lots of alcohol for a cheap price has never led to good results)
Pabst’s attempt at making the 40oz. hip is a bizarre response to the continued appropriation of urban, hip-hop culture. It’s also sort of amusing…I wonder if it still costs a $1.99? Maybe Jesse can buy this for his next state of the union drinking game.
Thoughts?
!
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Sure, the hip-hop culture may have made 40oz cool, but the cheap price, higher alcohol content, and guaranteed buzz keep me coming back for more.
and i thought 40s were cool far before i liked hip hop.
second. race interjects et every level of our society, including class. where do you find the majority of people of color? within the upper classes or working/poor class?
where do you find the most liquor available, in beverly hills or south central.
of course alcohol inhibits and affects health without discrimination. But in the hood, when you can get drunk for cheap, and you need to get drunk because youre suffering from the disease called alcoholism, do you believe they'll choose a Hef or a new castle over some cheap a** malt liquor. malt liquor is cheap anyways bc its the stuff thats left over at the bottom of the barrel. between beer and malt liquor, beer has less residual poisons in them.
plus, malt liquor is not sold in specialty stores or higher end alcohol stores. its sold in the hood. its sold to people lost in despair, poverty, unemployment, miseducation, lacking health care, and opportunities. alcoholism is a problem added to the situation of classism and racism. 40 oz. or any other substance feeds this disparity while maintaining it.
but most of all it does affect youth. this is a reality, and our reality in working class to poor communities. the lack of faith and hope was given to us. privilege is not. check yours. peace.