In one of the coolest – and potentially scariest – products I’ve seen in a while, a Valley resident has created powdered alcohol. Whether he will be able to sell it remains to be seen.
According to Mark Phillips, you can tear open a 1-ounce package of his powder, add 5 ounces of water, and – presto! – instant cocktail.
The powder, which he’s calling “Palcohol,” comes in two spirits – a premium vodka distilled four times and a premium Puerto Rican rum – that can be enjoyed straight up or mixed with another beverage, such as orange juice or Coca-Cola.
One ounce of powder makes the equivalent of one shot.
There also are four cocktail versions – Cosmopolitan, Mojito, Powderita (Margarita), and Lemon Drop – that only require the addition of water.
Phillips, who lives in Phoenix, received federal approval for Palcohol earlier this month.
After a flurry of publicity in recent days, though, a rep from the Alcohol and Tobacco Tax and Trade Bureau (TTB) announced late Monday that approval was an error.
Gimmick or godsend?
Phillips (pictured), a nationally known wine personalty and author of the 2009 bestseller “Swallow This†says the inspiration for Palcohol came from his frequent outdoor activities. After hiking, biking, or kayaking, he likes to enjoy a drink but doesn’t want to carry a bottle.
Already, some critics are questioning the Pandora’s box that powdered alcohol would open. For example, people could bring it into an event or venue that doesn’t allow alcohol far easier than a bottle.
There also are concerns some people may try to snort the powder, although a filler already has been added to increase the volume of the powder for that very reason.
Although the ATF spokesman didn’t say what “error” had taken place in the approval process, the company making Palcohol says it will re-submit the powder for approval.
The company says Phillips was traveling today and unavailable for comment.
(Note: This post was updated after the federal announcement late today.)
