It was to be a quick and tasty "instant cocktail" — a specially encapsulated form of alcohol that would dissolve in water, something like a powder, to make an instant flavored drink.
But in the space of a few days, the would-be maker found his label approved, published on the internet, and the subject of wildly speculative media articles. Late Monday afternoon, the company withdrew its main license application.
"We are excited by the approval of our powdered alcohol product, Palcohol," maker Mark Phillips wrote on his company's website. "The Alcohol and Tobacco Tax and Trade Bureau (TTB) actually approved it some time ago. However, we were caught off guard by the TTB making some of our approved labels public which we now know is standard procedure."
A beverage industry lawyer named Robert Lehrman had outed the substance, called Palcohol, on his blog.