Budweiser Is Exploring How to Brew Beer on Mars Adweek – Adweek

As scientists search for life on Mars and plot a way for people to live there in the future, Budweiser is hard at work figuring out how to make life in space a little more fun by developing a beer made just for the Red Planet.

Today at South by Southwest Interactive in Austin, Texas, Budweiser announced its plans to research and produce a microgravity brew, on a panel moderated by The Martian star, Kate Mara, with retired astronaut Clayton Anderson, who discussed the future of space colonization. Ricardo Marques, vp of Budweiser, and Val Toothman, Anheuser-Buschs vp of marketing innovation, outlined the experiments and research that will go into the Martian beer.

The biggest challenge of brewing beer a space is the lack of gravity. When youre in a zero-gravity environment, a beverage with carbonation is going to be an issue, Anderson explained. However, Budweiser is researching options to work with the micro-gravity environment that exists on Mars to develop a beer that can be consumed there.

Its a dream that builds off of our relentless focus on innovation, Marques said. 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 colonization.

This takes the Budweiser experience to a whole other level, Toothman added. 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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Budweiser Is Exploring How to Brew Beer on Mars Adweek - Adweek