It was about two years ago that news of a new device, a machine that vaporized liquor for the purpose of inhalation, began to make headlines. It met with curiosity and, from some quarters, abhorrence.
Before the "alcohol without liquid"--or AWOL--machines had been marketed or tested, states began to move to outlaw them and a series of states have now done so. The devices retail for up to $3,000 and are said to be a way to ingest alcohol without carbohydrates and without hangovers.
One bar in New York reportedly purchased and installed the machine, but the business removed it and sent it back to its British manufacturer within weeks, not because of a public outcry, but because it was met with little interest and no enthusiasm by customers.
It was reported that it took up to 45 minutes to vaporize and inhale one ounce of spirits and yielded little effect.
The American Beverage Licensees (ABL), the national adult beverage retailer association, has gone on record in opposition to the AWOL devices. In a position paper, the group stated in part:
"While AWOL supporters claim these devices are safe, certain side effects of these devices could be potentially hazardous.
"AWOL devices alter the manner in which alcohol is absorbed into the system, making it difficult for an individual to gauge the level of beverage alcohol they have consumed. Responsible individuals who consume adult beverages are well-tuned to the amount of alcohol they drink. As there can be a delay in the body' reaction to alcohol with AWOL devices, consumers run the risk of taking in more alcohol than intended.
"Additionally, AWOL devices remove the social aspect of consuming adult beverages. With the increasing availability of these devices for personal use, they discourage individuals from consuming adult beverages responsibly in a safe and social environment.
"As longtime proponents of responsible consumption, the ABL supports policies to eliminate these devices from the market."
A state affiliate of ABL, the Wyoming State Liquor Association, is also preparing legislation to outlaw the machines in that jurisdiction, and a bill is pending before the Virginia Legislature to ban AWOL. Maine has reportedly made them illegal and Massachusetts was to hold hearings in late January.
Now Diageo, the world's largest spirits, wine and beer company, and "an industry leader in promoting responsible drinking," announced its support in a recent news release for proposed legislation in Michigan banning AWOL machines.
Guy Smith, Diageo North America's Executive Vice President said, "AWOL machines should be banned in Michigan and the rest of the country because of concerns that they could encourage alcohol abuse and drunk driving."
"We oppose AWOL machines simply because they're not responsible," said Smith. "We are wholly committed to the responsible sale, marketing, advertising and consumption of our products and that's why we work hard to prevent underage drinking and promote responsible behaviors among adults."
Although all alcohol products sold in America must be federally approved by the Alcohol and Tobacco Tax and Trade Bureau (TTB), AWOL machines have yet to receive such approval.
Diageo took action against the distributors of the AWOL machine for their unauthorized use of the Smirnoff trademark on their web site. In response to a cease and desist notice from Diageo, the trademark was removed from the site.
Source: American Beverage Licensees Leader, March, 2006, published monthly by Continental Communications, 800-406-5698, 125 W. Granite St., Suite 102, Butte, MT 59701.