14 DAY TRIAL // A new product called Palcohol and defined as alcoholic powder that can be added to water or food gained widespread media attention in recent days after the Alcohol and Tobacco Tax and Trade Bureau initially approved it and then said that the product’s label approval was granted by mistake and rescinded it.
Palcohol was invented by Mark Phillips, an American entrepreneur and wine aficionado, who doesn’t like to carry heavy bottles of alcohol with him. Philips’ goal was to make an instant alcoholic product that could be sprinkled on all sorts of dishes and drinks, so he came up with this new packaged booze which is basically freeze-dried alcohol in powder form.
“Palcohol can be transported in your luggage without the fear of bottles breaking. In any situation where weight and breakage is an issue, Palcohol provides the answer. That’s why we say: ‘Take your Pal wherever you go!’” the product’s promotional material stated.
Moreover, on the website of the company that created Palcohol, Arizona-based Lipsmark LLC, it is mentioned that the powdery substance will be available in six flavors – two standard and four cocktail versions. The standard versions are vodka and rum, while the cocktail versions include Cosmopolitan, Mojito, Powderita and Lemon Drop.
The product was expected to appear in stores by the fall and be sold in small packets that would equal about one shot of alcohol, but given that currently its fate is uncertain, we cannot tell for sure when it would actually be released on the market.
On April 8, 2014, the ATTTB approved the new powdered alcohol, but after a wave of criticism and negative publicity, the governmental organization decided to revoke the decision on April 21. Health experts raised concerns about the new product, saying it could be easily misused or abused by consumers.
According to Heavy.com, Lipsmark plans to re-apply for approval, so regulators will have to reevaluate the packets, which means Palcohol is not a doomed product and would eventually hit the market.
There was also a lot of controversy over how the substance can be consumed, as initial comments stated that it could be snorted. However, the company discourages people from doing so, and also advises them to consume it responsibly.
“As Palcohol is a new product, we have yet to understand its potential of being added to food. As always, please use it responsibly. Because it adds alcohol to the dish, do not serve the dish to minors,” Lipsmark’s website reads.
On the other hand, Mark Phillips says Palcohol’s main highlights are its portability, lightness, and its ability to make booze as discreet as a sachet of sugar.