Every so often a new food product comes along that changes consumer purchasing behavior. The creativity behind the innovation can lead to a new category, which then results in a new industry to support the novel product.
In the case of Palcohol--a so-called powdered alcohol that can be created by mixing the powder with 6 ounces of water--there appears to be no good reason for either the product or the potential industry to support it.
And the recent approval of Palcohol last week by the U.S. Alcohol and Tobacco Tax and Trade Bureau--which was initially approved April 8th 2014, and then rescinded 13 days later--should make every parent take notice.
Mark
While the argument to approve such a product may certainly stem from freedom and opportunity to innovate, the potential message and negative downstream effects that this product could have on future generations is more of the concern.
As the product’s dimensions (4 x 6 inches) may not be entirely compact, the potential for teens to conceal this in classrooms, ballgames or concert venues is a significant issue. Along with this, adding the powder surreptitiously to someone’s drink remains an ongoing concern. On his website, Phillips dismisses this concern and claims that vigorous stirring is essential for reconstituting the powder.
The potential for abuse of this product is further rooted in its novelty as a powder, which could also have other ilicit drugs mixed in, especially for curious teens. Inviting flavorings including rum, vodka, as well as a cosmopolitan or Powderita (Margarita) have the potential to draw in teens, anchoring them as consumers as they get older.
The powder could also be snorted in theory, but may potentially burn and lead to irritation of the nasal passages, making it problematic for a rapid high. The additional risk for infection and inflammation in the nasal cavity and throat due to the high sugar content of the product, may be a further risk to those who are looking for a quick high.
Keeping it stored in a safe place, away from teens and children would also be important for parents who use the product. Alcohol poisoning, especially in those looking to experiment, without any understanding of the potency of the powder, could easily be a consequence.
The science behind the product is based on compounds called cyclodextrins, synthetic carbohydrate derivatives composed of ring-like structures, which can absorb up to 60 percent of their own weight in water.
Not far behind will likely be manufacturers who may attempt to incorporate THC (marijuana) into a powder to join the new category of powdered mood altering substances. The poor solubility of THC in water may however be a technical issue that hampers research and prevents widespread adoption. The technology is certainly available, and when the novelty of powdered alcohol wears off, this may unfortunately become more attractive to youth and teens.
The reasons to ban Palcohol are clear--and as the growing number of states (New York, Colorado and Rhode Island) and legislators realize the myriad of potentially negative consequences of this product, the hope is that it will be placed under economic pressure to survive. The product is already banned in Vermont, Louisiana as well as South Carolina. And Massachusetts does not allow the sale of powdered alcohol, because it defines alcohol as a liquid substance.
Alcohol powders which are intended for consumption as beverages are regulated by both federal and state governments, based on statutes set forth by the U.S Alcohol and Tobacco Tax and Trade Bureau. In addition, the 21st amendment to the U.S Constitution gives states power to regulate “intoxicating liquors.” The FDA has joint responsibility for approving the powders, since they are also qualify as a food product based on their composition.
The hope is that mounting pressure from the states will force the federal government to reconsider placing a ban on this product, as they initially did when it was up for approval for sale last year.
