Approval of powdered alcohol, Palcohol, gets reversed by regulators
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Mark Heim | [email protected] By
Mark Heim | [email protected]
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on April 22, 2014 at 2:53 AM, updated April 22, 2014 at 3:00 AM
A powdered alcohol has been shelved ... for now.
[SIZE=1em]It was reported "Palcohol," [/SIZE]powdered alcohol that you add to water, [SIZE=1em]was approved by the Alcohol and Tobacco Tax and Trade Bureau.[/SIZE]
[SIZE=1em]However, Tom Hogue, a representative for the federal bureau, said in [/SIZE]
an email to CNNMoney[SIZE=1em] late Monday that the approval was an error.[/SIZE]
[SIZE=1em]In an email message, Palcohol's parent company Lipsmark said "there seemed to be a discrepancy on our fill level, how much powder is in the bag." It said it will resubmit the labels for approval.[/SIZE]
[SIZE=1em]On its website, Palcohol says it plans to offer six varieties of powdered alcohol, including vodka, rum and four cocktails — Cosmopolitan, Mojito, Powderita and Lemon Drop. The site says that a package weighs about an ounce and can fit into your pocket. It warns people that the powder should not be snorted.[/SIZE]
According to the report,
the Palcohol website originally suggested that consumers bring it into college football stadiums and concerts. It also recommended adding it to food, such as vodka and eggs.
Those descriptions have been taken down, and the company states on its site it was "experimenting with edgy marketing that was not meant to go public."
"As Palcohol is a new product, we have yet to understand its potential of being added to food," the firm said.
Per the site Palcohol.com:
"There was a page visible on this site where we were experimenting with some humorous and edgy verbiage about Palcohol. It was not meant to be our final presentation of Palcohol. Also posted were labels that were incorrect. ...