Powdered alcohol poised to hit US stores

WASHINGTON,

Just add water and stir. A US company says its new powdered alcohol product has been approved by US regulators and is poised to hit stores in the coming months.

Palcohol is made by an Arizona company called Lipsmark and will come in six varieties of single-drink pouches, the company website says.

Drinkers can stir in simple water for a shot of rum or vodka, add cola or orange juice for a mixer or create a cocktail -- either a Cosmopolitan, Mojito, Margarita or Lemon Drop.

SPRINKLE IN FOOD

The company said it was taken by surprise by the recent release of some of its labels by the Alcohol and Tobacco Tax and Trade Bureau, which "actually approved it some time ago."

The company said the product will be sold to people of legal drinking age and could even be sprinkled on food.

"Think of Palcohol as liquor... just in powder form. It will be sold anywhere where liquor can be sold," said the company, adding it will be available in the United States, as well as abroad and online.

A patent for the mixture is pending.

In response to consumer inquiries about whether the product could be snorted, the company described the askers as "goofballs" and said it would take a half cup of powder to equal one drink.

"Don't do it! It is not a responsible or smart way to use the product," it urged.

DISCREPANCIES

It would be the first such product available for sale in the United States, though powdered alcohol has already been approved in Japan and some European countries.

However, after Lipsmark reported Monday it was on track for release in the fall, it later said that it learned of a "discrepancy" from the Alcohol and Tobacco Tax and Trade Bureau.

"We were contacted yesterday about the discrepancy," a spokeswoman told AFP in an email on Tuesday, adding that the issue did not mean approval for Palcohol had been withdrawn.

"Palcohol was approved and is still approved," she said. "We will continue moving forward with the product."

The spokeswoman declined to elaborate on the nature of the discrepancy but referred AFP to a statement online which said it related to "how much powder is in the bag."

The company added there was "a mutual agreement for us to surrender the labels," and that new labels would be submitted. Any approval date for those is unknown.

A spokesman for the Alcohol and Tobacco Tax and Trade Bureau did not immediately respond to AFP requests for comment.