Detroit protests Colt 45, an equal opportunity high
Filed under: Extracurriculars
The Detroit City Council is up in arms over dozens of big billboards all over the city featuring a cartoon of Billy Dee Williams holding up a 40 of Colt 45 with the tagline, "It works every time!"Ice Cube actually said it better: "Get your girl in the mood quicker, get your jimmy thicker, with malt liquor."
These Williams ads for Colt are nothing new. In other parts of the country, the G. Heilman Brewing Co., the originator of Colt 45, introduced them in 1983, long before Miller Brewing Co. bought Colt 45 in 2000 and got big into the liquor- is-quicker business. Controversy over the ads has surfaced sporadically with critics in St. Louis and Philadelphia squawking over similar campaigns in the last couple of years.
Detroit City Councilwoman JoAnn Watson called the ads "an issue of racism and perversity." Perversity seems hard to prove, but even Miller doesn't deny that it's targeting a largely African-American audience with its Williams ads. According to a story published in 2000 in the Milwaukee Journal Sentinel (and not readily available online), quoting Miller's own figures, "African-Americans buy 66% of the nation's malt liquor, with Caucasians accounting for 27% of the market."
Since 82% of the population of Detroit is African-American, according to the U.S. Census, Detroit is clearly a prime market for Colt 45.
You don't see these ads out in the Detroit suburbs, not even in Southfield, Mi., the area's middle-class African-American haven, where 54% of the population is black, because people who have enough money to avoid living in the inner city mostly don't buy swill in 40-ounce bottles wrapped in brown paper bags. As Miller's figures published in the Journal Sentinel point out, "Consumers with incomes of less than $30,000 a year make up 64% of the malt liquor market."
Protesters in other cities have been successful in getting the ads removed and maybe Detroit's city council will be able to do that too since the ads don't include any mention of the dangers of alcohol or the age limit for drinking it. But should they bother?
After all drinking just to get drunk is universal and multi-racial. Some people can afford to spend more to get the job done. Others are stuck with Colt 45, which is only 6.4% alcohol -- not much compared to a martini or a Scotch on the rocks.
So while it seems like all those big brains at Miller could find a more subtle way of peddling the stuff, it's hard to argue that selling a product in the areas where people are inclined to buy it isn't smart marketing. And it's certainly hypocritical to suggest that the poor should be protected from getting soused with the rest of us.



Reader Comments (Page 1 of 18)
7-08-2009 @ 8:08PM
ed11362 said...
WHATUP??? TRUTH BE TOLD STONED FUR NO MONEY LOVEZ MY MALTZ LIQUR
Reply
7-09-2009 @ 12:10PM
LYLE said...
RE: Monica's comments about a clean colon ... if Oprah used colon cleansing products she'd weigh less than 100 pounds !
7-08-2009 @ 8:13PM
Dave said...
Who else would drink that crap...............
Reply
7-09-2009 @ 4:06PM
Kevin said...
The reason why blacks continuously use the race card is that other than O'bama there are no contemporary heroes within their race. If there was a single person, that, if possible I could go back in time and save from assasination it just might be Martin Luther King Jr. Not since him have I heard a single itelligent thought uttered from a black "leader" other than our current president, whom I voted for. MLK was a beginning to a solution other than exacerbating the problem of racism by blaming everyone else other than those responsible... themselves.
I grew up in the midwest in the 70's and now live in So. Cal. and have witnessed a great deal of history on this issue. I have personally seen two neighborhoods turn from 98% white to 60% black, at which time it behooved me to get the hell out of there before I was shot. That is is no way an exaggeration, but simply the truth. I learned that blacks treat each other as bad as they attempt to perpertrate on other races. Along with quite a large pecentage of the poulation I am sick of hearing that we, the devil white race is responsible for all their problems. If that would end and a real effort initiated to admit resposibility for ones own actions a big stride would be made in resolving racism. To get respect you must earn it, not simply demand it regardless of your behavior. I no longer have a shred of respect for the black race as a whole, individuals no problem, I haven't got there yet.
A final note, the only racist people I know are black... something that I have discussed with many intelligent people that harbor opinions belonging back in the days of the turbulent 60's. A time that racism, although rampant was a national issue being delt with, however slowly. Whenever one of these discussions deteriorates to the point we (the white race) are being blamed for all their problems, I simply ask to be shown one, just ONE, black neighborhood that it is safe to walk thru...end of argument.
7-09-2009 @ 7:53PM
cannotbelievethis said...
What? The Power Colon Cleanse, or Colt 45? Wouldn't it be a kick if they were the same thing?
7-08-2009 @ 8:18PM
james said...
this is just getting ridiculous. why do these people always bring racism into EVERYTHING?!!!! These are the people that are responsible for racism continuing to thrive. It's the people who claim that everything and everybody is racist that are allowing racism to continue. If they would shut their ignorant mouths and just let it be, the problem itself would most like dissolve as well or at least settle down a bit. Stupid people. They really need to get lives. They claim that everybody else and everything else is racist but the people who keep bringing racism up are the ones who are truly racist. Give it up you idiots.
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7-08-2009 @ 10:06PM
Tom said...
What next will come out of these black raceist mouths? Do they think big business is going to put a billboard of Afro Sheen or Jet Magizine in a predomintly white neighborhood? THEY need to quit being predjudice and come to reality that # 1 The reason most people in jail in big citys are black is because they are the Majority! You don't hear the people in Boise Iowa up in arms because the majority in their prisons are white. # 2 We owe them nothing. Our polititions in Wasahington appoligized for what some of our GREAT, GREAT,GREAT Grandfathers did. Get over it. They don't like the rebal flag and the whites don't like the black fist flagan so on . Why can't we work as a team to bring back the values and patriotism that has made our country the most relyed apon and stable country in the world. Tell Al Sharpton to shut up and help his people not insite them .
7-09-2009 @ 1:33AM
George Ray Dornham said...
YOU'RE the one who should shut up... how can you blame "them" for speaking out? Who's going to do it for "them", are YOU? No matter what anyone else thinks re how necessary/unnecessary the outcry, people of African descent have no choice but to speak out for themselves. If, as you suggest, they "shut their black RACEIST (gotta love a self-hating hater's brain damaged approach to spelling) mouths", where the hell would THEY be today, you idiot? Nowhere. Same for the Jews; if they don't remind the world about the Holocaust and about the fact that it CAN happen again, and NOT just to themselves but to ANYONE, why... who's going to do it for them? YOU? Yeah. Right. Keep pushing your brilliance and showing how truly little you understand about the world. And learn, PLEASE, learn to spell. If you're a day above age three, you're one pitiful jackass.
7-09-2009 @ 8:43AM
udavid1717 said...
James, I agree with you 100%. I've been saying the same thing since I grew a brain (and entered adulthood, where one can think for themselves and not just parrot what others say). It's the 'race-baiters' who propagate racism! Hear that? Again, let's repeat-- it's the 'race-baiters' who propagate racism! Next we must ask why they would do this? Because their livlihood depends on it!
Most clear thinking Americans abandoned racism long ago. Race-baiters only serve to bring it back.
7-09-2009 @ 10:13AM
DwightMann said...
Is McDonalds also racist? Every commercial is targeted towards blacks
7-09-2009 @ 3:07PM
Daria said...
"These people...?" Sounds like you are the one with the race issues. And this is America, James...things don't get done around here unless people raise their voices and demand changes. People will never shut up and they shouldn't have to. Go back to your little FOX News world and agree with and eat up the racism and lies you are spoon-fed. ,
7-09-2009 @ 11:44AM
helema said...
why is it when whiotes are portraid as mobsters and thugs no one hollers bout it but when someone shows a black man that likes his liquor they all pull the race card? daily i see white women exploited to sell cars and liquor but when a black lady or man is put up the aclu cries fowl!! I dont wanna see any of it yet i juts look th eothe rway cause thats my beliefes not theirs let them all fall to immoral behavior while the rest of us work on teaching our kids no tto be that way!! if they want to take away the ads with blacks in them take the ads of all the white women and men being exploited down too and while you are at it stop teaching your kids its ok to blow up muslims in video games (they do have something like that out!) and teach your kids tolerance for others tolerance does not mean agreeing with them.
7-09-2009 @ 12:02PM
hammie said...
True. and i just was watching BET and saw at least 5 commercials geared towards blacks with only black people in them. Am I, as a white person, offended? no... Just as these billboards are targeted towards the majority who live there, the commercials are targeted towards the majority who are watching. The outrage here must just be that they are for malt liquor instead of sunny D or something.
7-09-2009 @ 12:12PM
Nic said...
Thank you!!!!! My thoughts exactly!
7-09-2009 @ 2:36PM
E. Martinez said...
JAMES, couldn't agree with you more!! I'm so sick of it too. For some odd reason, a large number of A.A's don't think that they can be racist but they can be and ARE!!
Everything always happens to them, they're the only ones who get racially profiled, blah, blah,blah. Sorry to burst their pity bubble but that's not the truth. EVERY RACE faces it but when you tell them that, they just don't believe it.
I call what they do "Reversed Racism". Whoopi Goldberg is a prime example of Reversed Racism. She has NO PROBLEM talking about "alledged crimes" (key word here is alledged) when it comes to other races but when it comes to the AA race, she won't give her opinion on the issue!! Prime example of her doing this... When Chris beat the crap out of Rhianna. On the View, she would NOT talk about it because she said she didn't know the facts and that it was "allegded" but when Madoff broke the law, when his crimes were still in the "allegded" catagory", she had NO PROBLEM giving her opinion about it/him, without a second thought I might add. I've seen her do this so many times, as well as the other Co-Host Sherri. And before some of you assume that I'm "white", let me make it clear, I'm not, I'm HISPANIC!!!
Another thing about this article. Why are they up in arms. Hell, it WAS Billy Dee Williams who did the damn campaign wasn't it?? An AA himself!! If they want to be angry at someone, it should be HIM!! But you know, that's not going to be the case because they'll come up with some bull shyt comment such as... "Well, he NEEDED to do it. After all, he has to make a living too". Sorry but that doesn't fly with me. He's just as responsible for the hoop-la as the Beer company!!
P.S. Just to let you know before any of you assume this.. I was not trying to defend Madoff. I was simply trying to make my point about Reversed Racism... PERIOD
Peace to you and yours James.....
7-09-2009 @ 5:21PM
Lynn said...
James,
You're right. It's ridiculous the way everyone gets offended over the stupiest things We're at the point where people have to walk on tippy toes in order to try not hurt someones feelings.
All this whining has to stop. Not only does it take away from the real problem of racism but it also makes us a country of over-sensitive babies. jmo
7-09-2009 @ 5:53PM
kenny said...
You are so intelligent, ignore a problem and it will go away. I guess if America had only ignored slavery it would have went away also. Every time I watch a documentary about racists groups, there are always children being indoctrinated to hate, but according to you all we have to do is ignore the racists and they will eventually go away. Do you think if we ignore the Taliban and Osama Bin Laden they will eventually go away also?
7-08-2009 @ 8:27PM
j said...
everything a White people say or do towards a black American is raciest to them. Looks like they hate what White people so they are the raciest one White people can't say anything about another color because if they do it's raciest. black need to stop playing that raciest card they can ride the bus now can't they
Reply
7-09-2009 @ 9:07AM
Nemoism said...
Wow. Some of you have no idea about sentence structure, grammar or spelling. I'd be more concerned with that if I were you.
7-09-2009 @ 11:21AM
Daria said...
"Raciest?" LOL! Yes, I was "rac-i-est" when I ran the LA Marathon back in May. It was my "raciest" day EVER! LOL! Since we are making up words here, I just thought I'd play along.
Gotta love an ignorant fool with a kindergarten education!