A new product called "Palcohol" has been gaining tremendous online buzz recently. "Palcohol" or powdered alcohol, including its rum and vodka varieties, reportedly gained the approval of the Alcohol and Tobacco Tax and Trade Bureau (TTB). But don't expect to buy Palcohol anytime soon. A representative for the federal bureau, Tom Hogue, said in an email to The Associated Press late Monday that the approvals were issued in error. The TTB claims that the product's approval was issued in error due to a "labeling discrepancy".
Palcohol's parent company Lipsmark claimed that the discrepancy seemed to lie on their fill level and how much powder is in the product's bag. They said they will resubmit the labels for approval.
According to the website for the Alcohol and Tobacco Tax and Trade Bureau, Palcohol along with its multiple varieties received "label approval" on April 8. TTB, approved labels for five different products, including Cosmopoliton, Mojito, and Lemon Drop flavors of the stuff. Palcohol stated in an email at around 5 p.m. EDT that it agreed to return the approvals "a few hours ago."
Palcohol also said in an email that its creator Mark Phillips was traveling and is unavailable for interview. It will not be releasing information regarding distributing and pricing.
USA Today wrote that Robert Lehrman, who manages a beverage law website that initially reported the product said that Palcohol went through an extensive process before reaching the label-approval stage. In a phone interview, Lehrman says, "An oversight of this nature does not ring true to me." He suggested that the TTB might have received criticism from lawmakers who wanted more information about the product.
Palcohol is used exactly how you think it will be used. Just add water. Their promotion indicates, "What's worse than going to a concert, sporting event, etc. and having to pay $10, $15, $20 for a mixed drink with tax and tip. Are you kidding me?! Take Palcohol into the venue and enjoy a mixed drink for a fraction of the cost." The product's promotional material included suggestions to "experiment" with Palcohol by sprinkling it on food.
"Some of our favourites are the Kamikaze in guacamole, Rum on a BBQ sandwich, Cosmo on a salad and Vodka on eggs in the morning to start your day off right.
"Remember, you have to add Palcohol AFTER a dish is cooked as the alcohol will burn off if you cook with it... and that defeats the whole purpose," the website warns.
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