Their first effort in this direction was in re-creating the iconic brand of beer, Colt 45. Re-naming it Blast by Colt 45, this new brew is fruity malt with 12% alcohol per volume. Made from a mixture of 5 fruits, the brothers have expanded their marketing mix to include women. (The original Colt 45 had mostly targeted African American, urbanite men). Now that Evan Metropoulos has helped convince legendary rapper Snoop Dogg to be the new spokesperson for Blast by Colt 45, it’s clear that this is the brew for a new generation.
The Metropoulos brothers are eager to update other labels in PBC’s stable of brews. But don’t worry. Evan Metropoulos is sensitive to the cult status that PBC has enjoyed in the United States for so long and is honored to be a part of such an iconic company. He will not, therefore, make any changes that are not in the best interests of the loyal fans. Evan Metropoulos says the renegotiation of the contract to continue selling Old Style beer is testament to that.