*Snoop Dogg’s new heavily criticized endorsement for Colt 45’s Blast has been blamed for marketing to minors and even mocking the appeal of Four Loko, an alcoholic energy drink that has been banned in several states.
But the malt liquor company spoke up for their new spokesperson.
“That’s just him being a true partner and saying I’m not just an endorser,” said owner of Colt 45 Daren Metropoulos. “Whether he’s putting it in his songs or having his posse drinking it, it’s part of his lifestyle.”
Metropoulos also insisted their new strategy isn’t meant to appeal to underage drinkers.
“All we were doing was putting together flavors that were appealing to people that definitely are over the legal age,” he said. “We’re going to do our very best to hammer home the message of responsible drinking.”
“It’s not like our distributors are putting it in the soda section, and these are clearly designated as an alcoholic product. We’re not going to be showing up and selling this at schools or anything like that,” Metropoulos added.
Colt 45 has not been well received recently, noting Talib Kweli’s decision to shut the sponsorship down for his Kansas show last week. He didn’t want to be associated with the beverage.