The film summarizes the first steps in Budweiser’s long term commitment to microgravity beer.

Buzz Aldrin brought wine onto the Apollo 11 mission to the moon. And Russian cosmosnauts bring cognac to the International Space Station to share on special occaisons. The importance of rituals and culture in order to endure the isoaltion of space is widely known in the astronaut community.

We used this insight to bring high touch to the high tech discussion about space travel.

“Something like a Budweiser when sailing through open space – that’s home away from home.” Retired Astronaut Clay Anderson.

Budweiser holds a special place in American culture.

A place that has to be reclaimed for every new generation.

And you can’t reclaim a place in culture without being part of it.

So we tapped into the biggest cultural discussion of 2017: The mission to Mars

But instead of talking about how to get there, we talked about what to bring with us.

At SXSW, astronaut Clay Anderson shared his insight about the importance in space travel to bring a piece of home along for the ride.

And beyond talking, we also took action.

Eight months later Budweiser loaded the key ingredient for beer – barley – onto a rocket bound for the International Space Station.

The film features footage from the NASA archive, combined with the orgingial footage and sound from the SpaceX Falcon 9 rocket carrying the Budweiser experiment to the International Space Station. The voiceover is read by Clay Anderson, the astronaut who has clocked more time in space than anyone else in history.

“There is very little space on a spaceship.

You only bring what’s essential to the mission.

So why bring beer to Mars?

There must be so many vital things that could fill that space.

Food, water, oxygen …

How is beer essential to the mission?

Well, what’s the point in going to space, if we don’t bring ourselves?

If we strip everything down; our culture, our heritage, our way of life …

Why go at all?

In the end, we don’t go into space just to discover something new, we also go to discover ourselves.

Our astronauts and cosmonauts—our pioneers in orbit and on the moon—we didn’t just see the sky, we saw the earth.

And right now, the best place to truly see our pale blue dot, might just be from the Red Planet.

As long as bring what’s essential to the mission…

As long as we bring ourselves.”