USA: Budweiser sends brewing barley into space

In March Budweiser unveiled its commitment, to create microgravity beer for space travels, namely to Mars. Now Ricardo Marques, VP Marketing Budweiser at Anheuser-Busch InBev announced that the company will send barley to the International Space Station (ISS), to determine how the grain reacts to microgravity environments over the course of one month. On Dec. 4th, 20 Budweiser barley seeds and other beer ingredients will board a SpaceX rocket bound for ISS.

What sounds like a belated April-Fool's joke is more likely a clever marketing campaign. When asked about the sense of such a research Patrick O’Neil, marketing and communications manager of the Center for the Advancement of Science in Space admitted: “When we’re working with Budweiser, the caveat is always ‘How is the Earth benefitting?'”

Ricardo Marques knows the answer: "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."

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