It’s called Palcohol, and the company responsible for it seemed as surprised as everyone else when it was approved by the US Alcohol and Tobacco Tax and Trade.
Gawker points out the company’s website changed immediately after the go-ahead came through.
Before approval, the website said things like “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. Are you kidding me?!”
And, “we have found adding Palcohol to food is so much fun. 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.”
Now, the site takes a much more conservative approach.
"Because Palcohol is powder and very light, you can take it just about anywhere to enjoy a cocktail! Please use it responsibly and legally. Don't consume Palcohol and drive."
Or "can Palcohol be added to food? I suppose so. As Palcohol is a new product, we have yet to explore its potential of being added to food."
Palcohol sums up by writing,"
“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.
More information will be forthcoming.”
Lehman Beverage Law was the first to report the product had been given the green light.
They wrote they were "absolutely astonished,” by the approval and added this “seems highly likely to raise a large number of legal issues and controversies."