Sure, your fancy craft brew may taste like oats or whatever, but is it a microgravity brew?
Budweiser is currently working on how to brew beer on Mars, for some reason. Adweek reports that the company announced its plans to "research and produce a microgravity brew" at South by Southwest Interactive in Austin, Texas.
On a panel moderated by noted Martian Kate Mara and retired astronaut Clayton Anderson, the company discussed the logistics of brewing beer in space. "When you're in a zero-gravity environment, a beverage with carbonation is going to be an issue," Anderson said.
However, Budweiser's still working hard at it, because sometimes, you just gotta focus on what you can do instead of what you should do! "When we can enjoy a few ice-cold Buds on the Red Planet, that will be the moment when we can truly realize our dreams of space colonisation," Budweiser vice president Ricardo Marques said.
Anheuser-Busch's vice president of marketing innovation, Val Toothman, also added that the Martian beer will "take the Budweiser experience to a whole other level." "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," he said.
Capitalism, the Martian way.
(H/T Adweek)
