— DigiMM (@digimoneymarket) March 12, 2017
Traveling to Mars may be a while away, but Budweiser is already looking to make sure beer is there when we arrive.
According to Adweek, the company announced their intentions to produce their brew on the “Red Planet” at a South By Southwest (SXSW) panel this past weekend. Budweiser VP Ricardo Marques and marketing innovation VP Val Toothman went into detail on possible barriers to developing the equipment necessary to make beer on Mars a thing.
— The Shelby Report (@theshelbyreport) March 13, 2017
Since there’s very little gravity on the red planet, the Budweiser panel acknowledged that a key obstacle would stem from working with Mars’s “microgravity” to make this brew happen. Other challenges include the notable lack of water on the planet and how ingredients like hops would be affected on Mars.
We already know that it’s possible to grow barley and hops in Mars’s soil, as research from a couple of years ago in simulated soil proved to be a success. Scientists have also been able to capture carbon dioxide and purify it, which may be a method used to carbonate the alcoholic beverages developed in Mars colonies.
While there are no specifics as to how they will do it or if it’s possible as of right now, the Budweiser panelists appeared to be optimistic.
“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.”
The team hopes to have the brewing technology needed to make this a reality ready within the next decade or two, which is apparently when we’ll have the ability to colonize Mars. Having it completed by then ensures that “Budweiser is the beer that people are toasting with on Mars when we get there.”
Because nothing says that humans have settled on a planet like us drinking a bunch of booze to celebrate.