Ever tried to transport a bottle of alcohol only to give up because it was too heavy or it broke? Meet your new best beverage friend: powdered booze.
According to the product website, Palcohol is expected to launch this fall. Six versions are on tap to be released including a Vodka flavor that has been distilled four times, a plain rum powder, and four cocktail powers – Cosmopolitan, Mojito, Powderita (Margarita), and Lemon Drop. All you need is a little water to get the party started. The product is also gluten free.
The site is even touting its potential as a condiment, right up there with salt, pepper, and a little Parmesan cheese. This is from their website, according to Lehrman:
"We’ve been talking about drinks so far. But we have found adding Palcohol to food is so much fun. Sprinkle Palcohol on almost any dish and give it an extra kick. Some of our favorites 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. Experiment. Palcohol is great on so many foods. 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 U.S. Alcohol and Tobacco Tax and Trade Bureau approved Palcohol for retail and it will be regulated the same as any other alcoholic beverage and be subject to similar licensing approval requirements.
Gawker initially reported that the brand’s website was promoting the idea of using the powder to discretely get your alcohol fix on the cheap when attending a sports game, but the Palcohol website has taken down those references and replaced it with the following statement:
“Many media outlets copied some of that old verbiage about taking Palcohol into venues to avoid high drink prices,” the new site states. “But what they didn't include in their stories is that we mentioned on that same page, that you should check with the stadiums first to make sure they allow it.”
Palalcohol is also claiming that the labels featured on their old site are incorrect.
No word yet on pricing information but Palcohol says the product will likely be packaged in a single shot serving.