Earlier this year, Budweiser announced its bizarre plan to be the first Beer on Mars. Everyone laughed their hearts out. How crazy does that sound? Right ?
Well, turns out they were not kidding. After announcing its initiative at the South by Southwest conference in March, Budweiser is reportedly taking its next (small) steps toward accomplishing its out-of-this-world goal by sending barley, one of the key ingredients in beer, into space.
According to a press release, Budweiser, along with several researchers, will initiate two barley experiments via SpaceX’s upcoming cargo supply mission. The mission is scheduled to depart on December 4th from the Cape Canaveral Air Force Station in Florida. Once the barley makes it to space, it will stay in orbit for a month before making a return to Earth to be analysed in order to determine how the grain reacts to microgravity environments.
Well, no one is laughing now, I suppose.
“Budweiser is always pushing the boundaries of innovation and we are inspired by the collective American Dream to get to Mars,” Ricardo Marques, vice president at Budweiser said in a statement. “We are excited to begin our research to brew beer for the red planet.”
The group plans to conduct multiple experiments to see how barley seeds react to the microgravity environment. The research is expected to offer insight on what will be necessary to create beer on the Red Planet as well as provide information on the future production of barley here on Earth.
The company said its efforts might also provide insight on its agricultural practices here on Earth, although it maintained that its foremost goal is to one day supply “a colonized red planet the same enjoyments provided here on Earth.”
Despite the anticipated problems in the Mars-like environment, including limited water resources, limited sunlight for growing hops and atmospheric pressure that would turn traditional beer to “foamy slop”, the company vowed to be ready to “toast on Mars” when mankind finally colonizes the planet.
“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. When the dream of colonizing Mars becomes a reality, Budweiser will be there to toast the next great step for mankind”, says Marques.