Consumers warned about ‘Pace’ beverage, promoted as an alcohol substitute

Health Canada has issued a warning to consumers about Pace, a shot-sized drink product that claims to be an alcohol substitute.

Pace claims on their website to be a “groundbreaking beverage” that will give you the same feeling as alcohol. The company recommends “drinking one half bottle prior to drinking alcohol, or in conjunction with.”

The product contains no alcohol, although the FAQ section of the company’s website describes the feeling the product gives as a “pleasant inebriation” and that the effects of “proper dosages” resemble those felt when drinking alcohol, without the nausea, confusion, or a hangover.

The active ingredient in the product is MEAI, which Pace says is not addictive, but “self-limiting.” Pace says it is “a new synthetic which confers a mild inebriation along with a feeling of contentedness that curbs overconsumption and excessive drinking. It has been toxicologically shown to render no physiological harm.”

They created the product to curb over-drinking. It was developed by the Diet Alcohol Corporation of the Americas.

The Pace website states that they are currently sold out of product.

Although the company says on their website that the product is legal and is “neither regulated nor scheduled in the USA or Canada,” Health Canada says that MEAI, or 5-methoxy-2-aminoindane, is a controlled substance under the Controlled Drugs and Substances Act.

MEAI is similar in structure to amphetamines and “may pose serious health risks.”

It is not approved for use as a drug in Canada and has not been reviewed by Health Canada for safety, effectiveness, and quality.

“Very little is known about the effects of this substance, particularly when used long-term, in high doses or together with other substances that cause impairment. No clinical studies have been performed to study its effects in humans, but users have reported impaired coordination, inebriation, dizziness, sweating, nausea and potential effects on the heart,” states Health Canada.

Health Canada says they are working with the Canada Border Services Agency to help prevent the importation of the beverage. Should Canadian retailers or distributors of this product be identified, Health Canada says they will take appropriate action and inform Canadians.

They are advising Canadians not to buy the product, and if to not use it. If you have consumed the product and you have concerns, consult a health care professional.