Anheuser-Busch want to bring beer on Mars. In an initiative called “Bud on Mars” that they announced last weekend during the South by Southwest event, they discussed what it might take to brew beer in outer space and how it would be for space travelers to be able to drink Budweiser on Mars.
During the annual conference at South by Southwest, event sponsored by Anheuser-Busch, the participants discussed how they could create a beer which can be drunk in space. The discussion featured, among others, astronaut Clayton Anderson and Patrick O’Neill, marketing manager at the U.S. National Laboratory on the International Space Station. The experts also pondered how brewing experiments in space might benefit the beer industry on Earth.
Achieving the “American Dream” on Mars
Valerie Toothman, the Vice-President of Marketing Innovation at Anheuser-Busch, spoke about their idea of crafting beer on Mars.
“We know that travel to Mars might still be a decade or two away, but this is the first step in the journey in a long-term commitment by the company to make sure that when we get there and we achieve that American dream, Budweiser is the beer people will be toasting with and will be enjoying there on Mars.”
It might sound like a wacky idea to bring beer to Mars. However, it might be of crucial importance to the mental state of the astronauts. They need as many elements reminding them of home as possible. Thus, being able to have a Budweiser any time they want would help in making them more comfortable.
Difficulties with brewing beer in outer space
One of the main issues with bringing beer in space is carbonation. Since the pressure inside the bottle is higher than the outside pressure, when you pop it, the beer might spill everywhere. Also, the brewers will have to deal with a different gravity than here on Earth and with finding the key ingredient for Budweiser – water.
Now, Anheuser-Busch hope that they can start a partnership with the Center for the Advancement of Science in Space (CASIS). Such a collaboration would allow them to experiment with beer brewing on the International Space Station, to see how the process goes in space conditions.
You might find the idea of having Budweiser on Mars interesting and enjoyable. Although it might prove like a good initiative after all, it is a bit premature to think about beer on Mars before a more thorough exploration of the planet.
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