Beverage industry experiments with new product states
Vaporized soda, powdered alcohol could change the face of the beverage market
In science class, we learned about the three states of matter: liquid, solid and gas. We know that when water freezes, it becomes ice, and when it’s heated, it becomes vapor. We’re used to seeing water in all three states. However, now other beverages, like alcohol and soda, are joining the ranks.
Recently, turning alcohol into vapor and either inhaling or “smoking” it has gained popularity, according to sources. In April, Funktional Beverages Inc. took this concept to the carbonated soft drinks category with the invention of Purple Stuff sodas. The product comes packaged in battery-powered cans featuring a button that, when pushed, releases a cloud of soda vapor. Inside the can, a metal plate vibrates at ultrasonic frequencies to atomize the soda, resulting in a cool mist, the company explains. To taste the flavor of the gaseous soda, consumers can “drink” it through a straw.
Taking a beverage from liquid state to solid state — more specifically, powder — also could sweep the alcohol side of the beverage market thanks to a new innovation. Non-alcohol powdered beverage mixes have been popular for some time, but Lipsmark LLC’s new Palcohol powdered alcohol concept could transform spirits including vodka, rum and premixed cocktails, if brought to market. The Alcohol and Tobacco Tax and Trade Bureau rescinded its April 8 “label approval” of Palcohol; however, Lipsmark noted its intentions to resubmit its labels in order to secure federal approval.
As beverages change their state of matter from liquid to vapor or powder, it’s clear that their safety will need to be verified; however, their success also will depend on the “state of mind” of consumers and their openness to new formats.