Just add water: Powered alcohol approved, then unapproved


American culture is known for its laziness and overindulgent nature. Our society glorifies wild parties and lifestyle behaviors that are supposed to be fun— filled with drugs, alcohol and sex— in the media as a marketing ploy aimed at teens.


Take for example the marketing scheme e-cigarette companies have been using to get teenagers to purchase their product. These companies claim e-cigs are a safe alternative to traditional smokes, but these products still contain nicotine and sometimes in toxic quantitates. Last Thursday, eleven Democratic lawmakers in the Senate and House of Representatives released the report “Gateway to Addiction? A Survey of Popular Electronic Cigarette Manufacturers and Marketing to Youth,” which investigated the marketing tactics used to directly target the younger population.

e cig

It seems as if we are supplying (and selling) the American youth with easier ways to get “messed up,” further condoning their partying ways. Yesterday, it was reported that U.S. regulators has approved a new powdered alcohol product called Palcohol. All the consumer has to do is stir in water to create a shot of rum or vodka. Can’t stomach it straight? Add in a juice mixer of your choice or even a soda to create popular cocktails like a Cosmo, Margarita, or Lemon Drop. Palcohol, created by the Arizona based company Lipsmark, is said will hit shelves in upcoming months.


Although this patent-pending product will be sold to those of legal drinking age, that hasn’t stopped teens from getting access to adult beverages. Some may remember when teens were loco for the Four Loko trend that resulted in the “blackout in a can” to be banned because of the dangerous mix of caffeine and alcohol.

Because Palcohol has been under intense media scrutiny over the past two days (with some news organizations reporting false facts and exposing “humorous and edgy verbiage about Palcohol” that was not “meant to be” their final presentation of the product), the company cleared the air on their site. They used this opportunity to explain why this product was created (the creator Mark is an active guy who wanted enjoy a drink with convenience) and obvious other ways to use this product (besides sprinkling it on food)—snorting it.

“Can I snort it? We have seen comments about goofballs wanting to snort it. Don’t do it! It is not a responsible or smart way to use the product,” the site writes. “To take precautions against this action, we’ve added volume to the powder so it would take more than a half of a cup of powder to get the equivalent of one drink up your nose. You would feel a lot of pain for very little gain. Just use it the right way.”


Will this stop the Molly culture generation from getting their nose in this stuff? Maybe we won’t have the chance to find out. According to Palcohol, the Alcohol and Tobacco Tax and Trade Bureau (TTB) actually approved the product some time ago, but MSN reports that a rep from the TTB told The Associated Press on Monday that the approvals were an error.

Powdered alcohols are currently sold in Japan and some European countries.


5 comments on “Just add water: Powered alcohol approved, then unapproved”

    1. I absolutely agree. People can mix in many unhealthy products—not to mention use multiple packages thinking they will get drunk faster, which can be equally deadly.

      1. Yea, imagine young teens not thinking about combing multiple packages to get a quick “buzz” because they have limited time to hang with friends before their curfew. It is even scarier to think about people snorting the stuff.

Leave a Reply