A little sprinkle ... and cheers

The company's website pitched the product as a solution to the increasing cost of liquid alcohol. Photo / Thinkstock
The company's website pitched the product as a solution to the increasing cost of liquid alcohol. Photo / Thinkstock

American drinkers will soon be able to sprinkle their favourite beverage rather than pouring it - as powdered alcohol drinks have been given official approval.

The Alcohol and Tobacco Tax and Trade Bureau has approved seven versions of the Palcohol brand, including Margarita and Cosmopolitan flavours, which will be made available this year.

The company's website pitched the product as a solution to the increasing cost of liquid alcohol.

"What's worse than going to a concert, sporting event, etc and having to pay $10, $15, $20 for a mixed drink with tax and tip? Take Palcohol into the venue and enjoy a mixed drink for a fraction of the cost," the promotional material says.

The site also suggested users add Palcohol to their food.

"Sprinkle Palcohol on almost any dish and give it an extra kick. Some of our favourites are the Kamikaze in guacamole, rum on a BBQ sandwich, Cosmo on a salad and vodka on eggs in the morning to start your day off right."

But since winning approval Palcohol has removed the suggestions and changed its approach.

"What we can say now is that we hope the product will be used in a responsible and legal manner. Being in compliance with all federal and state laws is very important to us. Palcohol will only be sold through establishments that are licensed to sell liquor."

Patent lawyer Daniel Christopherson, writing for the Bevlog beverage blog, suggests the company will not be given exclusive rights to make powdered alcoholic drinks.

"My expectation is that the patentability of Palcohol is very narrow and a patent will not be effective at keeping competitors at bay."

He points out that similar products are already sold in Japan and Germany.

- Daily Telegraph UK

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