There’s been a lot of talk recently about getting humans to Mars, with SpaceX boss Elon Musk, for one, certain that the feat can be achieved in the not-at-all-distant future.
When
sending humans to the red planet does finally become a reality, it’s
not hard to imagine that the first thing they’ll be hankering for after
such a long ride will be an ice cold beer.
Clearly
not one to miss a marketing opportunity, Budweiser has jumped on the
Mars bandwagon to announce that it wants to be the first beer brand to
serve up a drink there.
And
while it would be simple for Budweiser to throw a few bottles of its
pale lager beverage into a spaceship’s refrigerator all ready for the
Mars touchdown several months later, the brand says it would actually
like to set up beer-making facilities on the distant, dusty rock so
visitors can enjoy an endless supply of the alcoholic beverage. Though
that might mean not much work gets done.
Budweiser
announced its grand ambition “to officially be the first beer on Mars”
at the South by Southwest Interactive Festival in Austin, Texas.
During a panel discussion
at the event, all the guests maintained serious facial expressions
throughout, suggesting Budweiser is sincere about its novel idea. Tongue
apparently nowhere near cheek, retired astronaut Clayton Anderson said
getting beer into space is about “creating home away from home.”
Budweiser
vice president Ricardo Marques also had a contribution to make.
Clutching a bottle of Bud that he may or may not have just guzzled down,
the VP boldly told the audience, “This is a dream that builds up our
unbreakable belief in the power of the pursuit of the American dream.”
But
there are — as Budweiser helpfully points out — great challenges ahead.
These include a distinct lack of water on Mars to make the beer,
difficulties in growing hops, and, most alarmingly for beer aficionados,
the planet’s troublesome atmospheric pressure that would cause the beer
to turn into “a foamy slop.” Though some Bud-haters might well call
that an improvement.
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