Palcohol founder eyes launch in UK market

The founder of controversial powdered alcohol product Palcohol is hoping to launch the brand in other international markets, including the UK.

Mark Phillips hopes to launch his controversial powdered alcohol product Palcohol in the UK

Speaking with The Spirits Business, Mark Phillips, founder of Palcohol, said he would also consider setting up production facilities outside of the US.

The brand has been met with a controversial reaction by politicians and members of the public since it was first unveiled last year, with a number of states pre-emptively implementing bans.

The US Alcohol and Tobacco Tax and Trade Bureau (TTB) approved the sale of Palcohol in March this year, following 10 months of working with Phillips to rectify issues with regards to its labeling and fill level.

In April 2014, the TTB approved the brand’s labels, however it was swiftly revealed that authorisation had been issued “in error” due to a discrepancy over fill level.

Phillips claims these concerns have now been “ironed out” and that the product will be available in the states in which it is legal later this year.

“We are looking at distribution, where we want to sell and getting production facilities set up,” said Phillips. “Palcohol will be produced inside or outside the US, but either way it will get into the country.

“We are definitely looking at distribution abroad, particularly in the UK. Everything is on the table but we would like contacts which will market Palcohol outside the US.”

Should Phillips seriously consider introducing Palcohol to the European market, further regulatory hurdles would need to be navigated.

According to the UK’s Food Standard’s Agency: “We would consider powdered alcohol to be a novel food under the Novel Food Regulations code. It would need to be authorised under these regulations before it could be marketed in the European Union.”

Rumours that the brand was considering launching in Australia prompted lawmakers in the country to also consider implementing a pre-emptive ban.

In the US, Alaska, Delaware, Louisiana, South Carolina and Vermont, among other, have implemented individual state bans and more are considering similar actions.

To view our full interview with Phillips, see the May 2015 issue of The Spirits Business magazine.