Reports of a new powdered form of alcohol set to go on sale in the US this Autumn shouldn’t concern UK publicans, says British Beer and Pubs Association CEO Brigid Simmonds, who believes beer is firmly back in business.

The US Alcohol and Tobacco Tax and Trade Bureau last week approved seven types of ‘Palcohol’ – an alcoholic powder being pitched as an on-the-go alternative to carrying around bottles. Flavours include margarita and mojito – mixed by just adding water – while the product’s website has previously suggested adding the vodka mixture to breakfast eggs or the cosmopolitan flavour to a salad.

But Simmonds says landlords have nothing to fear and raised concerns over how a powdered form of alcohol could be controlled when there’s a strong potential for misuse.

“Put simply this is not a threat to beer. People go to pubs because they like to take their time and enjoy the taste of properly crafted beer – I can’t see how a powder would be able to displace that,” Simmonds told Leisure Opportunities.

“Obviously there is a strong potential for misuse with this kind of thing and the talk of vodka on scrambled eggs is enough to make you shudder.”

Simmonds pointed out that seven out of 10 alcoholic drinks sold in pubs are beer products and said the beverage is currently enjoying somewhat of a resurgence.

After years of sales pressure from the smoking ban, squeezed margins from pub companies and hiked taxes, beer has enjoyed some encouraging signs in recent months.

January saw the first consecutive quarterly rise in beer sales for the first time in a decade, while the budget in March resulted in a penny cut from the price of beer. A sunny easter weekend also helped produce a surge in sales.

“There’s definitely a good feeling about beer at the moment and craft ale is definitely on the rise, with lots of potential for matching quality beers with food in the same way you would a wine,” Simmonds added.

“I also think as the economy picks up and we see people feel more relaxed about job security, there will be an increase in the amount of leisure time people are able to spend enjoying a pint at the pub.”