Moosehead's 'This is Beer' campaign is all about proving that its beer is beer, no matter what you do to it—including launching a can of beer in space.
This series is styled as a set of product test videos, hosted by the enthusiastic Mark and Randy. In the 'Space Beer' stunt, a vacuum-sealed Moosehead Dry beer was propelled into space with a giant balloon, as well as a camera and a GPS system to ensure that the beer's journey could be tracked. As extravagant as the stunt is, it draws attention to the simplicity of Moosehead beer, especially in a market that's becoming saturated with unique craft brews and specialty flavors.
With a revived interest in all things that have to do with outer space, other alcohol brands like Jose Cuervo and Ardbeg have also sent beverages into the atmosphere for mixing and fermenting.