Around this time last year the internet caught fire over a very controversial product that was rumoured to be squirming its way through the loopholes in the Food and Drug Administration’s regulatory code. Palcohol, a celestial white powder that allows users to magically transform water into booze, had been granted initial approval to be sold in the United States. And everyone kicked off.
Last month it was announced that the substance had come out clean on the other end of the FDA’s allegedly strict assessment and was potentially going to be on the shelves this summer. The suspicious looking white powder will be sold in portable pouches and is said to soon be available in four different flavours (said to be Cosmopolitan, Mojito, Powderita and Lemon Drop).
The company encountered serious problems with its marketing approach last year, as it seemed to encourage reckless behavior, intense levels of overindulgence, and declare a war on tastebuds, after suggesting you might even want to sprinkle a little on your dinner.
“Some of our favorites 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” the Palcohol site read last year. It has since undergone a vast tonal reconstruction, and now uses the bulk of its copy to deride the haters and defend itself against the onslaught of criticism.
Simply put, Palcohol has so much scope for abuse. When you consider the unclear dosages and the legions of maniacs that will be lining up to give it a sniff (you know who you are…), it’s pretty clear that products like this have no place in the world. The good news is that some states have already started making moves to ban Palcohol.
Check out the intense video from Palcohol’s creator Mark Phillips explaining “the truth” about Palcohol.