Colt45: Fist Bumps and the Bonds of Brotherhood

I may not be much of a beer drinker, but I do know how to appreciate good beer, and the very meticulous process that goes with it, thanks to the Beer Appreciation 101 and Brewery Tour last year. We got to see each stage of the brewing process and was even able to taste the malt and the freshest beer just as its being bottled.

From that day,  I never put ice on my beer again in respect of the chemists who came up with the specific formula for Colt 45.

And I have Greg Anonas, Asia Brewery Inc. (ABI) Marketing Manager for Alcoholic Beverages to thank for it!

Now the beer brand focuses on the bonds formed over a cold mug of Colt 45 as it launches a new look and campaign for the brand. No sexy ladies, no gimmicks– just a celebration of brotherhood and great tasting beer.

Modern Filipinos have replaced the traditional high-five with the fist bump when they greet their close friends. Colt 45 embraces this new trend and Filipinizes it by calling it “Sanib Pwersa” as it re-introduces itself to the country in its latest “brewed for brotherhood” campaign.

Abra and Raymund Marasigan for Colt 45

To Colt 45, Sanib Pwersa means more to Filipinos than just a simple hand gesture among friends. It represents sincerity and loyalty among the people who deserve to be called their “bros” or “brads”, a privilege that is earned and proved over time, and not given automatically. It also represents the kind of relationship the brand wishes to foster with its drinkers.

“The new Colt 45 was brewed with brotherhood in mind from concept to conception,” says Greg Anonas, Asia Brewery Inc. (ABI) Marketing Manager for Alcoholic Beverages. “Embracing the idea of celebrating brotherhood allowed us to revolutionize the brand’s flavor to optimize sharing, place the fist-bump on our labels to symbolize brotherhood and work with great brand ambassadors to help make the spirit of Sanib Pwersa come to life!”

At the heart of the Colt 45 reintroduction is the product’s reformulation into the perfect beer for sharing. “We’ve improved the overall beer experience by using more aromatic hops, reducing bitterness, and bringing out its roasted malt flavor using our signature triple-hopping process. The result is a more flavorful beer that has more character and is closer to the ideal,” shares Asia Brewery Inc. (ABI) Brewmaster Dr. Alberto Rivera.

Inspired by Colt 45’s new look and ideology, Filipino hip hop sensation Abra and Filipino rock icon Raymund Marasigan, Colt 45’s latest brand ambassadors joined forces to write a song about “Sanib Pwersa” in record time, celebrating the depth of friendship and brotherhood the new Colt 45 encourages.

“It is always a delight to sing songs that celebrate the Filipino, and in the case of Sanib Pwersa, we celebrate the brotherhood that is uniquely ours,” shares Raymund. “Sanib Pwersa is about the story of Filipino brotherhood. How each and everyone contributes something to the table and how great things happen when you and your bros come together.”

“Well, I guess people have heard me do a lot of collaborations with other artists but it is the first time for me to do a collaboration that mixes rap and rock, and with none other than the Raymund Marasigan,” adds Abra.

The all-new Colt 45 is now available in 7-11, Padi’s Point, major supermarkets, and sari-sari stories across the country for a suggested retail price of Php 21 per bottle.

Join the Colt 45 Philippines brotherhood today through our Facebook community page, Colt 45 Philippines, and follow us on Twitter at @Colt45PH. Make sure to use the hashtag #sanibpwersa. Subscribe also to our Youtube channel Colt 45 Philippines.