History
National Brewing Company introduced Colt 45 in 1963. Previously, the only major national brand of malt liquor was Country Club. The label was designed with a kicking horse and horseshoe, a reference to its "extra kick" compared to competing brands. Listed on the Pabst website as a "Fun Fact", Colt 45 was named after running back Jerry Hill of the 1963 Baltimore Colts, who wore the number 45 and not the .45 caliber handgun ammunition round. The credited name change came because of malt liquor’s association with violence in disenfranchised neighborhoods.Advertising
Throughout most of the 1960s and 1970s, Colt 45 was marketed towards the suburban white-collar middle class demographic. To this end, in a memorable ad campaign that lasted over 15 years, Billy Van portrayed a gentleman in suit and tie quietly sitting at a small table and taking little notice of activity around him, patiently waiting for a waiter or someone else to arrive with a schooner glass and a can of Colt 45. Music resembling ''Song of the Nairobi Trio'' played in the background while a voice-over announcer intoned: In subsequent commercials, the surroundings became increasingly peculiar, including, but not limited to: *sitting on the shore of a busy beach *at the end of an airport runway *on an ice rink, in front of the goal during a hockey game *in a bullring, during a bullfight *The Nairobi Trio appeared alongside of Van in one commercial from the late 60s. *an encounter with a shark in the middle of the ocean or bay (referenced after the release of the movie, Jaws) *at the bottom of a ski jump (which featured a cameo by Redd Foxx) The one constant in each commercial was Van, who remained unperturbed while sitting at the table, though sometimes he became indirectly involved in the tumult unfolding around him. Van won a 1975 Clio Award for one of these commercials."That Dynamite Taste"
By 1978, the "waiting man" commercials were replaced with more contemporary ads and the slogan "That Dynamite Taste"; one of those commercials briefly featured an unknown Ted Danson. Beginning in 1980, Colt 45 began a long association with actor Billy Dee Williams, who appeared in their print, television, and billboard ads. The product's slogan during that era, as stated by Williams in his television commercials, was, "It works every time." Williams responded indifferently to criticism of his appearances in the liquor commercials.Related products
In the early 1990s, Colt 45 makers experimented briefly with a mint-flavored derivative, marketed under the name Cool Colt. Available in limited quantities, it was largely met with puzzlement from loyal customers. Its slogan was "Taste the Cool." Apparently, it was designed to pair with menthol cigarettes. Another variety of Colt 45 introduced in the early 1990s was Colt 45 Silver. Like regular Colt 45, it was a malt based beer but had a lower alcohol concentration and was clear. The can was blue with silver horses running below the Colt 45 logo. The can also boasted it as a "Deluxe Malt Liquor". It was marketed as being a "sophisticated" brand of beer. A doubleReferences
External links
* {{DEFAULTSORT:Colt 45 (Malt Liquor) American beer brands Pabst Brewing Company Products introduced in 1963