A US company has caused outrage after it suggested that popping its powered alcohol on your breakfast was the perfect way to start your day.
Palcohol has just been approved by the US government and will go on sale in the Autumn.Quite who is outraged they don't say; the article carries none of the usual anti-alcohol pressure group scaremongering quotes, nor do those appearing in the Guardian, Telegraph, USA Today,or HuffPo.
This is probably due to the timing since we know very well from Twitter that prohibitionists generally shut down for weekends and bank holidays (often for longer) and, this being Easter, the chances of their exercising vigilance despite the prevailing global alcohol "epidemic" is remote - it's an easy life on state handouts, eh? I'm sure, though, that once they stroll into the office tomorrow morning the anti-alcohol lobby will be hastily planning the 'outrage' so sadly lacking from media reports so far. We certainly shouldn't be allowed to make our own minds up about Palcohol, now should we?
I did like this delicious detail in the Indy, mind.
The change in campaign material comes during US Alcohol Awareness Month.Now that's genius!
As it happens, the product's website suggests that Palcohol could be quite a practical innovation.
Mark is an active guy...hiking, biking, camping, kayaking, etc. After hours of an activity, he sometimes wanted to relax and enjoy a refreshing adult beverage. But those activities, and many others, don't lend themselves to lugging heavy bottles of wine, beer or spirits. The only liquid he wanted to carry was water.
So he thought? Wouldn't it be great to have alcohol in powder form so all one had to do is add water? Since powder is light and compact, it wouldn't be a burden to carry.
Mark searched for powdered alcohol and it wasn't available. So he began his quest to create it. After years of research, experimentation and consultation with scientists around the world, he finally came up with powdered alcohol and called it Palcohol.
Now Palcohol is here. A great convenience for the person on the go. One package weighs about an ounce and is small enough to fit into any pocket.
It's not just for the sportsperson. Palcohol can be transported in your luggage without the fear of bottles breaking. In any situation where weight and breakage is an issue, Palcohol provides the answer. That's why we say, "Take your Pal wherever you go!"What's not to like?
Well, I'm sure the professional anti-alcohol lobbyists will think of plenty given time, and it will most likely involve a lot of this.