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Getting astronauts to Mars is going to be difficult – but brewing beer on Mars, OMG!
We recently had fun with a forum that Budweiser held down in Austin at last week’s SXSW Interactive where they discussed their imitative to figure out how they could brew Bud on Mars.
And while we applaud their directive (we’re all about intergalactic lagers) we can’t help but call it what it was, a Big Beer marketing play (did we mention that it was moderated by KATE MARA?), not a serious scientific effort.
Hey, getting astronauts to Mars is going to be difficult to begin with – but brewing (and enjoying) a beer on Mars OMG! And PC Magazine (a much smarter crew than us) has some reasons why…
Loss of Taste – In spite of the fact we found Matt Damon to be fairly articulate in The Martian, the truth is that being in a microgravity environment will cause tongues to swell, making food and drink more difficult to taste.
100 Times Less Atmospheric Pressure – This will make for less carbonation and for gasses and liquids to not separate, leading to less suds and more sludge.
Absence of Water – You think California has water problems? Say hello to the Red Planet. And with beer consisting of almost 90% water, this is a reality that’s gonna be hard to get around.
Salty Water – And what water can be collected in this arid enviroment is going to be super-salty (ancient oceans?) which might be less of a problem for some craft brewers, but will definitely “bitter up” that Bud.
Huge Temperature Variations – Daytime temps on Mars can crest around 70…but nights are nightmares where temperatures can plunge as low as 100 degrees below zero!
So obviously there will challenges, but the good news is Anheuser-Busch has KATE MARA on the case!
