powdered main

Attention all tailgaters, the Alcohol and Tobacco Tax and Trade Bureau has approved powdered alcohol according to Bevlog, a beverage industry law blog. That’s right, powdered alcohol you can add to your food, your drinks, or you know, just put in your mouth like Pop Rocks and let the magic happen.

Meet Palcohol, the substance that is talking directly to football fans in their copy:

Maybe you’re a college football fan. So many stadiums don’t even serve alcohol. What’s that about; watching football without drinking?! That’s almost criminal. Bring Palcohol in and enjoy the game.

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?! Take Palcohol into the venue and enjoy a mixed drink for a fraction of the cost.

The taste? Well, I’m hopeful since it looks like it comes in a variety of flavors to punch up your snacks.

PA Varieties

And just in case you were worried about snorting it, yes according to the website you can snort Palcohol, but that’s not using the product responsibly. Good luck with that one, college kids and Raider fans.

UPDATE: Heard back from the makers of Palcohol and they expect to have it available this fall. Obviously, they are very excited about their approval.  

[H/T Robert Joseph via LAT's S. Irene Virbila and LA Mag's Caroline on Crack]