Powdered Alcohol Product Creates a Buzz

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    NEWSLETTERS

    The Alcohol and Tobacco Tax and Trade Bureau said Monday it approved the tongue-in-cheek labels for Palcohol earlier this month error, and now it's not clear when, or if the product will hit shelves.

    A new product designed to create an alcoholic drink by adding powder to water is proving to be controversial.

    The Alcohol and Tobacco Tax and Trade Bureau said Monday it approved the tongue-in-cheek labels for Palcohol earlier this month in error, and now it's not clear when, or if the product will hit shelves.

    The powder comes in flavors that can create drinks such as cosmopolitans, margaritas and lemon drops, and is held in a pouch with a serving size equal to one shot of liquor.

    The web site had lingo suggesting that it would be useful to slip some Palcohol into your pocket a sporting events to avoid paying for high-priced liquor. It also suggested sprinkling vodka Palcohol in your eggs in the morning to "start your day off right."

    Mark Phillips, who hosts a wine tasting program on public TV stations, is behind Palcohol. He says he created the product because he's an outdoorsman who sometimes wants to relax with a "refreshing adult beverage," but couldn't carry it while hiking and kayaking.

    The edgy terminology was removed from the Palcohol web site. Company officials say they were "experimenting" with their marketing, and that it wasn't meant to be its final presentation. The company emphasizes that users should call a stadium ahead of time to see if the product can be brought in, users should never snort it and that it should be used like any other alcohol -- responsibly.

    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.