Powdered Alcohol Garners Media Interest

After the U.S. Alcohol and Tobacco Tax and Trade Bureau (TTB) reportedly
granted and then rescinded labeling approval for a powdered alcohol product
created by Lipsmark LLC, the company has fielded a number of consumer and
media questions about Palcohol’s® marketing, safety and availability. Created
by wine critic Mark Phillips, Palcohol® is described as “a powder version of
vodka, rum and four cocktails” meant to be mixed with water or other liquids
prior to consumption. Although it received approval for the new product
“some time ago,” the manufacturer was apparently “caught off guard by [TTB] making some of our approved labels public which we now know is standard
procedure.”

According to the product website, the company has since surrendered its
TTB-approved labels with the intention of revising and resubmitting them
for final authorization. In the interim, however, the media attention has
prompted Lipsmark to address concerns over “humorous and edgy” language
and inaccurate labels displayed on a draft version of its website not intended
for release. “We know there are a lot of people opposed to Palcohol® and
that’s their right. All we’re asking is that the media present a fair and balanced
story,” stated the company in an update. “Even though the old verbiage was
a bit edgy, we clearly stated then, and still remain adamant, that Palcohol
should be used in a responsible and legal manner.”

Issue 521