The idea is simple: You add Palcohol to water or another liquid and it becomes instant booze. You can also add the alcohol powder to food, or ingest it any number of ways. Newsy runs through the controversy and a few of Palcohol’s draft marketing ideas — like sneaking the powder into concert venues, college football games, movie screenings, or other events where alcohol is overpriced or forbidden. Or perhaps snorting it. (“Yes, you can snort it. And you’ll get drunk almost instantly…. Good idea? No. It will mess you up.”)