39 million miles away, the next generation of space exploration awaits its first pioneers*. And while life on the Red Planet is still in the near –yet distant– future, Budweiser just unveiled its own ambitious commitment, to create microgravity beer for when we make it to Mars. Known for raising a cold one to the American Dream and those who work hard for it, Budweiser wants to be part of this monumental journey in reaching the next frontier.
[ * The Beer Alien crew don’t have the heart to tell them they will have to be the second beer on Mars as we already had some beer there on our way to Earth. ]
The announcement was made on Saturday, March 11, at the South by Southwest Interactive Festival. The South by Southwest Festival offers the perfect intersection of disruptive and aspirational brand-centric and tech-inspired conversations.
To bring the announcement to life, Budweiser hosted a panel discussion with Anheuser-Busch’s vice president of Marketing Innovation, Valerie Toothman, who was joined by leaders in the space industry including CASIS, who manages the International Space Station and former astronaut Clayton “Astro Clay” Anderson to discuss the future of space colonization. Moderated by “The Martian” star, Kate Mara, the panel covered the current challenges and solutions needed to take Budweiser on an interplanetary journey along with discussing the initial experiments and research Budweiser hopes to explore.
“With this bold, new dream Budweiser is celebrating the entrepreneurial spirit in which our iconic brand was founded upon. 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,” said Ricardo Marques, vice president, Budweiser.
A mission that is years (likely decades) in the making, Budweiser believes life in space deserves to be filled with the same enjoyments available here on earth, including beer and is looking forward to taking its first steps towards this new ambition.