What We’re Reading: Palcohol Powdered Alcohol Could Be Headed To A Store Near You; For That Easter Feast, Think Of Belgian Brews; A Craft-Beer Pub Crawl In The ‘Kitchen Of Japan’; Future Pernod Ricard CEO Was Born Into Booze; Bourbon Brands Try To Grab Don Draper’s Magic; 7 Cocktails Loved By Famous Writers

April 25th, 2014 — 12:28pm

Palcohol powdered alcohol could be headed to a store near you 4/21/14 – Los Angeles Times
Imagine mixing your own cocktail without using a cocktail shaker, or pouring any liquor. That’s the idea behind Palcohol, a new powdered alcohol product that could be headed to a store near you this fall. There are six varieties, which according to the website, including V, made from vodka distilled four times; R, made from Puerto Rican rum; Cosmopolitan; Mojito; Powderita (the Margarita version) and Lemon Drop. Each individual pouch of powder is the equivalent of one shot of alcohol.[Updated April 22, 8:52 a.m. PDT: Palcohol has released a new statement on its website regarding the approval of its product labels: "We have been in touch with the TTB and there seemed to be a discrepancy on our fill level, how much powder is in the bag. There was a mutual agreement for us to surrender the labels. This doesn't mean that Palcohol isn't approved. It just means that these labels aren't approved. We will re-submit labels."The product is expected to be released nationally this fall, but Phillips says he can’t release any pricing information just yet or comment on any other products in the works.  Read the rest here!

For that Easter feast, think of Belgian brews  4/18/14 – Los Angeles Times
The Easter feast usually gets second billing to Thanksgiving in America’s pantheon of food holidays, but the spread of ham, lamb, deviled eggs, and spring-tinged veggies makes Easter dinner the perfect opportunity to experiment with pairing food and beer. And some of the classic Belgian styles are wonderful matches for the foods and feelings of the holiday. Here are three Belgian beer styles that are as at home on the Easter feast’s table as baskets of green plastic grass and pastel-dyed eggs. Read the rest here!

Beer Belly
A Craft-Beer Pub Crawl in the ‘Kitchen of Japan’ 4/22/14 – New York Times
For a long time, drinking beer in Japan meant implicitly supporting one of the country’s four major producers: Asahi, Kirin, Suntory and Sapporo. But in the mid-1990s, when a law prohibiting the operation of small-scale breweries was abandoned, the door was opened for Japanese craft beer, known as ji-biru. Even today, there are only about 200 craft breweries in Japan, so finding domestic microbrews takes some effort. But increasingly, the place to taste these relatively rare — but deliciously well-crafted — beers is Osaka, Japan’s third-largest city. Read the rest here!

Future Pernod Ricard CEO Was Born Into Booze [Interview]  4/24/14 – Wall Street Journal
Alexandre Ricard is in line to take the reins of Paris-based Pernod Ricard SA RI.FR +0.04% next year. The spirit and wine company was formed in 1975 through the merger of two French businesses, one of which was founded by Ricard’s grandfather. Today, the company has dozens of brands — including Absolut vodka, Jameson Irish whiskey, and Beefeater gin — and nearly 19,000 employees. Read the rest here!

Bourbon Brands
Bourbon Brands Try to Grab Don Draper’s Magic  4/18/14 – Wall Street Journal
Bourbon-makers are going shot for shot in the whiskey ad battle. With bourbon whiskey sales on the rise, small batch brands are ramping up their advertising arsenals in an effort to take advantage of the growing interest that millennials have in bourbon. Liquor giant Beam Inc. BEAM +0.10% on Monday will debut its first-ever TV commercial for the Knob Creek bourbon, a brand that has been around for more than 20 years. The new push for Knob Creek comes as others in the category have been increasing their marketing efforts for premium and super-premium brands. Another small-batch brand, Brown-Forman Corp. BFB -0.81%’s Woodford Reserve, launched its first-ever TV campaign during the season debut of “Mad Men” on Sunday. Read the rest here!

7 Cocktails Loved by Famous Writers  4/21/14 – Liquor.com
The best cure for writer’s block? A stiff drink. Booze and literature have long had a close relationship; many of the world’s most famous authors were as good at drinking as they were at writing. And the drinks they liked to imbibe made such a strong impression that Raymond Chandler, F. Scott Fitzgerald and more immortalized a number of classic cocktails in their novels. From Martinis to Vespers toGin Rickeys, you may earn a new respect for the writers (and cocktails) behind your favorite books. Read the rest here!