• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Anheuser-Busch mission to Mars update: Sending barley into space because it can

November 27, 2017Chris Crowell

budweiser to mars
A desolate, barren wasteland floating in the vastness of space — yes, the perfect place to send some Bud.

In case you still weren’t convinced that we are all doomed, the final thing that we are all inspired by — space exploration — is now just another thing to be corporately branded. Did you know that Budweiser has a commitment to be the first beer on Mars? Apparently this is true, according to a press release the corporate beer giant has issued.

One small step for bland, one giant leap for bland kind. 

Hey, you can never be too early to monopolize new distribution markets. Luckily, this plucky intergalactic upstart is getting some assistance from some powerful places. First, the International Space Station is teaming with Budweiser researchers to send and study barley in space in early December. The reason? Here’s what it says in the press release. Prepare barf bags now.

Earlier this year at the South by Southwest conference, Budweiser announced its goal to be the first beer on Mars – offering a colonized red planet the same enjoyments provided here on earth, including fresh beer! And while socializing on Mars might be in the near-distant future, Budweiser is taking steps now to better understand how its ingredients react in microgravity environments so that when we get to Mars, Budweiser will be there.

To infinity and be-*yawn*

Budweiser’s barley will stay in orbit for approximately one month before coming down to be analyzed. One of the experiments will focus on barley seed exposure with the second testing barley germination. Phony marketing missions aside, researchers think they could gain insight on how barley is produced here on earth.

So there you have it. Space is ruined. But maybe that’s a good thing. Maybe while they are sending their beers light years away, craft brewers can continue to stay focused on local beer drinking needs and build the communities in which they brew.

barley field blue sky
The 2019 malting barley crop is being challenged with preharvest sprouting (here’s how you test for it)
Founders hops cbb crop guy holding
Check out the hop and barley research grants the Brewers Association awarded for 2019 (more than half a mill)
barley field sun cbb crop
New York Farm Bill amendment aimed at documenting, growing and insuring more local barley
Peterson Quality Malt
Vermont’s Peterson Quality Malt purchases 583-acre farm to expand locally-sourced malted grains market

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Watch: This awareness video on human trafficking from beer wholesaler Markstein Sales will move you to action
  • Distribution updates: Massachusetts brewers celebrate franchise reform, Yuengling goes to Texas with Molson Coors and more from Bell’s, Stone and beyond
  • San Francisco’s Fort Point Beer moves from self-distribution to partner with Matagrano Inc.
  • Craft Brewers Conference rescheduled for Sept., moves from San Diego to Denver, may go online as a backup

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Watch: This awareness video on human trafficking from beer wholesaler Markstein Sales will move you to action
    January 14, 2021
  • Distribution updates: Massachusetts brewers celebrate franchise reform, Yuengling goes to Texas with Molson Coors and more from Bell’s, Stone and beyond
    January 14, 2021
  • COVID19 coronavirus mask moneyWhy you need to maximize engagement during a pandemic
    January 13, 2021
  • How the Employee Retention Credit can help breweries that paid employees during the pandemic
    January 12, 2021
  • The role of market research in go-to-market planning for craft breweries
    January 12, 2021
  • Tennessee beer tax rolls through legislatureSummary of new wrinkles to the Craft Beverage Modernization tax provisions via the TTB
    January 11, 2021

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2021 · CBB Media LLC

Continue ...

sponsored by