One of the labels that was approved, and then rejected, by the US Alcohol and Tobacco Tax and Trade Bureau.
A new alcohol powder is set to be released in the US come fall. Branded “Palcohol,” the powder is designed to be added to water by the ounce, resulting in mixed drinks like margaritas and kamikazes, or straight vodka.
News of the brand first started circulating on Monday, when outlets discovered Palcohol’s site, following its label approval by the Alcohol and Tobacco Tax and Trade Bureau. The labels were intended for 100-ml packets of powder that were 44-51 percent alcohol by weight (56-65 percent by volume); they instructed would-be imbibers to “just add water.” Palcohol is meant to be more portable than alcohol’s usual forms, which often involve a lot of glass or aluminum and water.
Palcohol will purportedly come in six versions: two straight spirits (vodka and Puerto Rican rum) and four cocktails (cosmopolitan, mojito, lemon drop, and “powderita”). To the inevitable question of “can you snort it?” Palcohol answers “don’t do it! It is not a responsible or smart way to use the product,” as if that has ever stopped anyone who snorts things from snorting anything.
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