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Colt 45 Power Master



In June 1991 G. Heileman Brewing Co. announced their latest brand, Colt 45 Power Master. It weighed in at a hefty 7.4% ABV and immediately was condemned by the U.S. Surgeon General for the name promoting its strength as well as the marketing being geared towards the inner-city black community. The next month, on July 3, 1991, the Treasury Department's Bureau of Alcohol, Tobacco and Firearms decided that G. Heileman must stop using the name, based on a law from 1935 that forbade the labeling or advertising of beer as "strong" or "extra strength", claiming the word "power" violated this law. G. Heileman was granted 4 months to sell off the stock of Power Master that they already produced and the brand was renamed Colt 45 Premium.

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