The Alcohol and Tobacco Tax and Trade Bureau is in the process of deciding whether or not to approve a new brand of powdered alcohol – Palcohol.

“Ew, who would want to drink that?” commented Paulie Mark, a student at Berkeley City College.

College students, probably.

Seven versions of this powdered alcohol have been approved, including Powderita, which the company claims, ‘Tastes just like a Margarita. Add water for an instant cocktail.’

“Palcohol is basically liquid vodka, rum and four cocktail versions … in powdered form,” said Lynne Barbour, a comnunications assistant at Palcohol, in an email.

According to the company’s website, the product is marketed toward the person on the go.

“In most ways, Palcohol would have the same effect on college students as a Margarita would. The difference is that because it’s powder, it’s a great convenience for the person who is active in hiking, backpacking, biking … whatever activity where weight and bulk is a factor,” Barbour said in the email.

While Palcohol maintains a stance on responsible and legal drinking, the aesthetics of the product seem to appeal most to college students. With the novelty of intoxication fresh in their lives, college students usually utilize alcohol as a means to an end (of being drunk) instead of an experience of drinking a beverage on its own. Palcohol’s portability would allow students to party anywhere, anytime, without the fear of being caught with a bottle. It would be the perfect way to carry and consume alcohol under the radar.

Forced to attend a boring event? Fancy drinking while lazing on Memorial Glade? Want to get alcohol past your parents or RA? Palcohol seems to be the answer to all these scenarios.

Palcohol is expected to be for sale this fall, both in stores and online. The popularity of the controversial product seems to depend on whether or not liquor stores will carry it. The novelty of the product may wear off rapidly if it is marketed and sold as a regular alcoholic beverage.

What do you think? Will you be carrying around your “Pal” with you in the future?

Image Source: Palcohol Official Website