Alcoholic Powder Tempts Drinkers

Despite protests from the drinks industry, the German government in August introduced a surcharge of 80 cents (around $1) to flavored alcoholic beverages because it said the sweet brews cause higher rates of underage drinking.

But in an effort guaranteed to undercut the competition, Subyou, a small company located near the western German town of Siegen, has developed powdered alcopops. Just add water, and your blackberry vodka, tropical white rum, lime white rum or blood-orange vodka is ready for consumption.

And since the powder is considered food, rather than a drink, it isn't subject to the alcopops tax levy. One packet costs an around €2 (how much pre-surcharge alcopops used to cost) and is enough for a quarter of a liter (8.25 ounces) of drink.

"We've spent eight years fiddling, now we'll flood the market," Subyou managing director Jost-Henner Nies told business daily Handelsblatt.

Subyou started selling the packets of alcopops powder a few weeks ago in kiosks and service stations. Nies said business was already going well.

But politicians have been irritated by the subterfuge.

"Apparently, the industry still hasn't understood that the point is to protect young people from the dangers of alcohol," Consumer Affairs Minister Renate Künast commented.