Colt 45 is reviving its glorious era by bringing back its iconic ’80s ambassador, Billy Dee Williams.
Williams, who is 78 years old, is featured as the main attraction in a recently released 15-second video. This video, which was unveiled on Monday, provides a sneak peek into an upcoming marketing campaign that will be showcased on television, in print, and online. Back in 1986, when Colt 45 held a prominent position in the malt liquor industry, the renowned actor of Brian’s Song and Star Wars fame proudly represented the brand as its ambassador for a period of five years.
Williams, who was attending a science fiction convention in Amsterdam, expressed in a phone interview that he found life to be fascinating when Colt 45, which is owned by Pabst Brewing Co., Approached him to revive the campaign. He believed that because he had been the face and voice of the campaign for many years, it had always been a significant aspect of his life.
Additionally, the tagline that remains a part of the new ads is suggested to quickly intoxicate women with the beer — “It works every time,” said critics of the tagline from 45 Colt ads. The actor also courted controversy in his role as a spokesperson.
The size of malt liquor’s container and its higher alcohol content, along with its marketing campaigns, have also faced criticism.
Colt 45 High Gravity contains 8.5% alcohol. Budweiser contains 5.1%, whereas Miller Lite contains approximately 4.2% and Colt 45 has an alcohol content of 5.6%. The beverage utilizes minimal hops and instead relies on rice and corn to enhance the alcohol during the brewing process, resulting in a higher alcohol content compared to other beers.
St. Ides, a Pabst-produced malt liquor, had various brands that were popular in the ’90s. It was served in bottles, including the iconic 40-ounce size, and it was also sold in larger sizes. Ice Cube, among other spokesmen, endorsed St. Ides and featured it in his ads, where he is seen holding a 16-ounce can.
The 2005 paper titled “Malt Liquor Beers, And The People Who Drink Them, Are Different,” published in the Alcoholism: Clinical & Experimental Research journal, revealed that individuals who consume beverages other than malt liquor are more likely to rely on public assistance, experience unemployment, homelessness, and consume higher amounts of alcohol in Los Angeles. The study, conducted by researchers at UCLA and other institutions, also highlighted the fact that malt liquor marketing specifically caters to minority consumers, such as African Americans and Hispanics.
According to Riese Tracey, a consultant in communications and branding, it has always been the case that liquor advertising targets women who are sexually available and not drunk. Similarly, men have always been the focus of such advertising. Additionally, historically, African-Americans have been targeted by the 45 Colt brand.
Riese expressed, “Billy Dee Williams embodies a sophisticated and attractive charm that men from all ethnic backgrounds may strive to emulate, and Colt 45 is no different.” “The alcohol industry, in particular, has been extremely successful in a cunning and unabashed manner when it comes to directing their products towards specific groups of consumers, and crafting compelling messages that resonate with the deepest desires of those consumers.”
In a dimly lit bar, today Williams debonairly shows off a 45 Colt by pouring a goblet into it and wearing a tan suit with a pocket scarf, ascot, and kerchief, as seen in the 15-second teaser video that showcases him from the ’80s ads.
“In a voice-over, Williams can be heard stating, ‘The globe advances rapidly, but alteration isn’t necessarily a positive aspect when you’ve achieved perfection from the outset. Because occasionally an authentic prototype doesn’t require any modifications. It functions flawlessly on every occasion.'”
Colt 45 certainly hopes it works this time, too. According to a statement from Pabst’s Chief Marketing Officer Dan McHugh, the brand turned to Williams because he “played a significant part in the success of Colt 45.”
In the realm of sales, Colt 45 lags behind other malt liquor brands in the United States. A new campaign is on the horizon. Molson Coors, in addition to Steel Reserve, Mickey’s, and Olde English, also faces competition from Hurricane and King Cobra, both of which are produced by Anheuser-Busch InBev.
Based on data from market research company IRI, the malt beer category represents approximately 2% of the overall retail sales of U.S. Domestic beer, which exceeds $25 billion, and has predominantly observed stagnant sales.
According to IRI, during the 52 weeks leading up to Feb. 21, the leading seven malt liquor brands — Steel Reserve, which is owned by MillerCoors, holds the top position, while Colt 45 ranks sixth — generated approximately $500 million in retail sales (including supermarkets, convenience stores, and drugstores). In contrast, craft beer generates approximately $3.5 billion in annual retail sales.