New drink being called hazardous to youth

NewsChannel 10

AMARILLO, TX - A new product on the market is being called a grave public safety threat by state officials in our region.

Blast, is a new alcoholic beverage by the makers of Colt 45. Attorney generals in both New Mexico and Oklahoma are demanding the drink's production stop or its marketing change because they feel it entices young people to drink.

With fruit flavors like grape, strawberry lemonade, and watermelon coupled with its celebrity spokesperson, rap artist Snoop Dogg, some attorneys general are raising issues with the drink, Blast, which contains 12 percent alcohol in a single 23 and a half ounce can.

"All of those things are really concerning to me and the impact they have on young people to get them and drink them heavily." said New Mexico Attorney General, Gary King.

The attorneys general claim one can of Blast equals about 5 alcoholic drinks. A letter from about 18 attorneys general, to the makers of Blast, says the drink is a safety threat because it promotes binge drinking...calling it 'binge in a can.' They also say the drink's promotions are too accessible to youth through social sites like YouTube and Twitter.

King tells NewsChannel 10, he believes the drink and its marketing will add more alcohol problems for New Mexico.

"We still have one of the states with the highest percentage of youth trying alcohol before they are 13." said King.

He tells NewsChannel 10, if the makers of Blast don't change the drink or its advertising, he will do even more work to help ensure New Mexico children are not getting a hold of it through the Unfair Practices Act. The act could would allow New Mexico to stop Blast's makers from marketing.

NewsChannel 10 contacted Blast's makers for a comment, but they have yet to get back to us.

If you would like to read the letter in its entirety, click here.