The Alcohol and Tobacco Tax and Trade Bureau rescinded its April 8 'label approval' of controversial new product Palcohol http://time.com/71664/powdered-alcohol-palcohol-error/
The federal government admitted Monday that its recent approval of Palcoholâ€”a powdered alcohol which turns water into vodka and rumâ€”was actually done in â€œerror.â€
The Alcohol and Tobacco Tax and Trade Bureau granted Palcohol â€œlabel approvalâ€ on April 8 only to withdraw it 13 days later. â€œTTB did approve labels for Palcohol,â€ it said in a statement. â€œThose label approvals were issued in error and have since been surrendered.â€
Palcoholâ€™s parent company Lipsmark said in a statement that â€œthere seemed to be a discrepancy on our fill level, how much powder is in the bagâ€ and that the approvals were surrendered on the afternoon of April 21. â€œThis doesnâ€™t mean that Palcohol isnâ€™t approved,â€ it said. â€œIt just means that these labels arenâ€™t approved. We will re-submit labels.â€ Palcohol will have to resubmit labels for approval to the bureau, which is part of the Department of Treasury.
The government had originally approved various types of Palcoholâ€”ranging from lemon drops to cosmopolitans. Various news outlets noted the approval of the product more than a week later, when it began covering the science and safety of the powdered drink.
And with good reason, as powdered alcohol has the potential to be a public health nightmare. Beyond the fact that itâ€™s easy for underage drinkers to use discreetly, the potential for users to snort it is serious business. Snorting alcohol is dangerous because itâ€™s quickly absorbed, and users get intoxicated immediately. People have already tried snorting liquid alcohol, and that can cause damage to nasal passages.
Palcoholâ€™s marketing has not always taken this threat entirely seriously. According to blog SB Nation, Palcoholâ€™s website originally stated:
Letâ€™s talk about the elephant in the roomâ€¦.snorting Palcohol. Yes, you can snort it. And youâ€™ll get drunk almost instantly because the alcohol will be absorbed so quickly in your nose. Good idea? No. It will mess you up. Use Palcohol responsibly.
The site has since clarified, â€œThere was a page visible on this site where we were experimenting with some humorous and edgy verbiage about Palcohol. It was not meant to be our final presentation of Palcohol.â€ The company was not immediately available for comment.