Earlier this year, Anheuser-Busch announced plans to put Budweiser beer in space. During the announcement at the film and music festival SXSW, the company went into detail about some of the obstacles associated with putting beer in space, like brewing difficulties caused by lack of water, a decrease in taste due to tongue swelling that happens in space, and even the prevalence of those nasty "wet burps."
Despite these obstacles, Anheuser-Busch's plans will advance next week when Budweiser barley seeds and other beer ingredients ride into space aboard a SpaceX rocket on its way to the International Space Station. Upon arrival, the Budweiser deliverables will be used in experiments conducted aboard the station that will hopefully further the company's plans to eventually create beer on Mars.
A beer brand may not be the first brand you think of when you think "space," but there have plenty of space-related branding efforts over the decades. The first brand that may come to mind is the powdered orange-flavored beverage mix Tang. Although not invented specifically for use in space, it reached new heights of popularity when NASA used it on US astronaut John Glenn's 1962 Mercury flight and then on Gemini missions. Also back in 1962, Swiss watchmaker Omega's Speedmaster watch made it into space when it was worn by American astronaut Walter Schirra while he orbited the earth. Speedmasters were also on the wrists of astronauts Buzz Aldrin and Neil Armstrong when they made the first Moon landing in 1969.