Even if you didn’t partake in drinking it, I would guess anyone who grew up in the US became very aware of malt liquor between the ages of 16 and 25. When I was in college you could get two 40s of Steel Reserve for $2, or any other “top” brand (Mickey’s, Cobra, etc.). It doesn’t taste good, it’s awful for you, but it did the job. I’m not proud of what I did.
One thing you would never call malt liquor, or its packaging/marketing is “innovative.” However, rapper E-40, who is no stranger to new business ventures, is changing the look of the beverage. And it looks pretty damn nice. Not going to lie if I was still willing to partake in drinking malt liquor I’d be down. Good job E-40.