(Jack Plunkett/Invision for Budweiser/AP Images)
The maker behind two of America's bestselling beers has an idea that's truly out of this world.
Budweiser is looking for a way to develop a micro-gravity beer made to be brewed and drunk on Mars.
The plan was unveiled during South by Southwest's annual Interactive Festival (SXSW) in Austin, Texas this week. According to AdWeek, the brewer is exploring methods for how to deal with the micro-gravity environment on Mars in order to produce a brew that can be imbibed on the planet.
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“When you’re in a zero-gravity environment, a beverage with carbonation is going to be an issue,” retired astronaut Clayton Anderson explained to the SXSW panel which also featured Budweiser company executives. The conversation was hosted by “The Martian” actress Kate Mara.
“Through our relentless focus on quality and innovation, Budweiser can today be enjoyed in every corner of the world, but we now believe it is time for the King of Beers to set its sights on its next destination,” Budweiser vice president Ricardo Marques said in a press release announcing the plan.
“When the dream of colonizing Mars becomes a reality, Budweiser will be there to toast the next great step for mankind.”
Sipping beer in space isn’t just resigned to Mars.
In January, a group of engineering students from the University of California revealed plans for a new machine that can brew beer among the stars. That tool combines the fermentation and carbonation phases of the beermaking process, rather than separating them, nixing the need to release accumulated CO2. And it’s done in a machine the size of a typical beer can.
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Whether it’s on the moon, on Mars-- or somewhere else in the galaxy-- beer lovers big and small seem determined to make an otherworldly impression.
Said Val Toothman, Anheuser-Busch’s vice president of marketing innovation, “We know that colonization of Mars could be a decade or two away, but we want to make sure that Budweiser is the beer that people are toasting with on Mars when we get there.”
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