Mark Phillips, the dude behind the controversial powdered booze Palcohol, has surely needed a few stiff drinks over the last year. Last April the U.S. Alcohol and Tobacco Tax and Trade Bureau (TTB) approved the powdered vodka, rum, and cocktail product but then reversed its decision, claiming it had made a mistake. (Many people suspected the perceived dangers of the powder—that it’s easier for kids to get hold of than the liquid version, for instance—might have had something to do with it.)
Technically, TTB approval is based on whether the label matches the product, and Palcohol has since dealt with whatever the problem was and received official approval to sell its product for a second time. That means a few things:
Vodka and rum Palcohol labels (Photo: Facebook/Palcohol)
1. Someone is definitely going to upload a video of themselves snorting it
Palcohol’s original website said something to the effect of “yes you can get hammered instantly by putting it up your nose but that doesn’t mean you should,” but the company quickly realized that wasn’t a great marketing strategy and change its message (and formula) to discourage people from doing it.
The website currently cautions that snorting will result in extreme pain and won’t even get you that buzzed: “It takes approximately 60 minutes to snort the equivalent of one shot of vodka.” (We love the specificity of that number, because it means someone probably tested it out.) Clearly, though, you can’t stop stupid people from doing stupid shit by reasoning that’s it’s an inefficient way to achieve their goal. We’re looking forward to some ridiculous vine compilations once Palcohol goes on sale this summer.
2. Transporting booze is going to be a whole lot more convenient
The whole reason Phillips created it was so he could carry a drink with him while engaging in some of his favorite outdoor activities, like hiking and camping. But even the less rugged among us can recognize the benefits of hauling powder sachets over a bottle. Plus, making alcohol easier to transport means we use less fuel (which benefits the environment) and spend less money on shipping (which is good for businesses that buy or sell booze).
Palcohol also claims there are possible medical applications: “We’ve had medical personnel contact us about using Palcohol as an antiseptic, especially in remote locations where weight and bulk make it difficult to transport supplies.” Palcohol will definitely mess up some nasal passages, but could it also save lives?
Cocktail flavor Palcohol labels (Photo: Facebook/Palcohol)
Hopefully we’ll get to find out, because Palcohol has to run a legislative gauntlet before it can reach consumers, reports Motherboard:
According to Palcohol’s Facebook page, Minnesota has decided not to ban it, which we wholeheartedly applaud. It’s not like we’re dying for a portable Cosmopolitan over here, but restricting one form of alcohol but not the other seems like a double standard. Also, the internet will be better for this.