Sep 08, 2008 23:48
From BrandWeek:
Earlier this year, Andy England was deposed for eight hours by the Department of Justice. The CMO of Coors Brewing was one of many top-level executives grilled about a variety of potential antitrust issues leading up to the merger of MolsonCoors and rival SABMiller.
Amid the proceedings, an unusual document came to light. The female justice slid a memo from one of England's senior technical people across the table. "Are you familiar with this? Do you remember receiving this e-mail?" England recalled her asking him.
The subject of the memo: "Space Beer." The ploy of sending yeast into orbit on a space shuttle and bringing it back to Earth was one of the literally thousands of ideas England and his team had come up with since he joined the company in February 2006.
"They were very amused. She had to know if we'd done 'space beer,'" he said. England's team never did get around to brewing any cosmic Coors.
I wonder if space beer tastes any different than earth beer. I'll bet not. But I'll also bet it would be marketed and price much, much, differently. Heck, I'd pay a premium for the novelty of it... once.
marketing