New 'just add water' alcohol allows you to drink your booze on the go.

If you're lucky enough to catch a happy hour drink special, you can buy a drink for $5-$7, but if you're at a bar or restaurant during other hours, you're likely to spend between $10-$15 per drink. And that doesn't include tax or tip. Alternately, you can add powdered alcohol- Palcohol– to a $2 bottle of water, and enjoy a drink for a fraction of the cost.

Palcohol is a patent-pending powdered alcohol mix that has just been given the green light by the U.S. Alcohol and Tobacco Tax and Trade Bureau, and is set to go on sale to the public this fall. It is owned by a private company called Lipsmark, and available flavors include R (Rum), V (Vodka), Cosmopolitan, Mojito, Lemon Drop, and Powderita (tastes like a Margarita).

EXCLUSIVE MEMBER CONTENT
PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in