Drink palcohol

Published on April 24th, 2014 | by Jennifer Kaplan

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Powdered Alcohol?

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powdered alcohol

Yup. You read it right.  A powdered alcohol product, brand name Palcohol, has been approved by the U.S. Alcohol and Tobacco Tax and Trade Bureau for sale in the United States.  Sounds dangerous?  Sure does and experts are a buzz.

But wait. First, it was widely reported that it had been approved.  Now, it seems the approval was in “error“.

According to the Palcohol website this is where things stand:

Palcohol wants/plans to release six versions of the product. The powder will be sold in a pouch that is the equivalent to one shot of alcohol: “V” which is powder made from premium vodka distilled four times and “R” which is powder made from premium Puerto Rican rum and four cocktail versions: Cosmopolitan,  Mojito, Powderita  and Lemon Drop.

The Alcohol and Tobacco Tax and Trade Bureau (TTB) actually approved Palcohol some time ago. The TTB just made some of the approved labels public (which is standard procedure) that caught the attention of the media and caught the company “off guard.”

Palcohol suggests that much of the critisim stems from experimental “humorous and edgy verbiage” about the product. The website claims that “old verbiage” [i.e. marketing text] that was “a bit edgy” [i.e. inappropriate] was shown on their website and that some labels that were posted were “incorrect.”  The company wants you to believe that these are the reasons folks are in an uproar. No comment on the legal and moral hazards powdered alcohol would present. Consider everything from potential underage users to the ease of slipping it to unknowing recipients to snorting of the product to health risks.

Palcohol should be used in a responsible and legal manner.” See above.

When used as directed — by adding five ounces of liquid to it — is equal to a standard mixed drink. What about when not used as directed? Again, see above.

It’s not meant to be snorted. Again, see above! But now that its been mentioned, who could stop someone from snorting it and won’t people try?

They still expect it to be for sale this fall. No samples will be released ahead of time.

Approved or not approved? A representative for the federal bureau, Tom Hogue, said in an email to The Associated Press late last Monday stating that the approvals were issued in “error.” So, no Palcohol for now.  That said, Palcohol vows to resubmit the labels and vows to come to market soon.  

Image courtesy of gizmodo.com

 



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About the Author

Jennifer Kaplan writes regularly about sustainable food and wine, the intersection of food and marketing and food politics for EatDrinkBetter.com and is the author of Greening Your Small Business (November 2009, Penguin Group (USA)). She was been named one of The 16 Women You Must Follow on Twitter for Green Business. She has four kids, a dog, a hamster and an MBA - find her on .



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