<P> In order to highlight the potency of malt liquor, brand names have stressed powerful imagery such as Colt 45, Big Bear, and Power Master, and used slogans such as "It's got more" or "The Real Power". Power and sexual dominance have been common themes in advertising . Ads for Power Master were eventually banned in the United States due to regulations against advertising the strength of alcoholic beverages . </P> <P> The National Institute on Alcohol Abuse and Alcoholism (NIAAA) has reported that African Americans suffer disproportionate rates of cirrhosis of the liver and other alcohol - related health problems . In light of such statistics, African - American community leaders and some health officials have concluded that targeting high - alcohol beverage ads at this segment of the population is unethical and socially irresponsible . In 1991, U.S. Surgeon General Antonia Novello criticized all alcoholic beverage companies for "unabashedly targeting teenagers" with "sexual imagery, cartoons, and rock and rap music" in television and print ads . </P> <P> In the American vernacular, a forty - ounce or simply forty is a glass or plastic bottle that holds 40 fluid ounces (1.18 litres, or 2.5 U.S. pints) of malt liquor . Malt liquors are commonly sold in 40 fluid ounce bottles, among other sizes, as opposed to the standard twelve ounce (355 mL) bottle that contains a single serving of beer, although many malt liquors are offered in varying volumes . </P> <P> After the introduction of 40 - ounce containers, which contain roughly the same amount of alcohol as five regular cocktails, "40s" became a favorite high of many youth in inner - city areas . When American suburban youth adopted the habit of drinking malt liquor, drug counselors began to refer to "40s" as "liquid crack" and "date - rape brew". </P>

How much is a 40 ounce of beer