Space Beer: Dogfish Head’s New Moon Dust Brew
(And other sudsy beer-marketing tactics)
The latest beer on tap from Dogfish Head is literally out of this world. The Delaware brewery added a secret ingredient to their batch of Oktoberfest this season: moon dust.
Called “Celete-jewel-ale,” this batch of Oktoberfest was brewed with German malts and hops, fermented in the brewery’s special yeast, and sprinkled with ground-up lunar metorites. The craft brewery procured the rocks from ILC Dover, a company that has been making space suits for NASA. ILC Dover also made a fire-protected, tear-proof koozie made out of the same material as spacesuits for this occasion.
“Celest-jewel-ale is made with lunar metorites that have been crushed into dust, then steeped like tea in rich, malty Oktoberfest. These certified moon jewels are made up primarily of minerls salts, helping the yeast-induced fermentation process and lending this traditional German style a subtle but complex earthiness. (Or is it mooniness?).”
If you want a pint, you’ll have to go to Dogfish Head’s Rehoboth Beach brewpub in Delaware.
Small Steps for Beer, Giant Leaps for Marketing
- Beck’s playable beer bottle: Beck’s made the world’s first musical beer. The German brewery once etched grooves into a beer bottle. Making it capable of being played like a record on a phonograph.
- The first beer in “space:” Natural Light proclaimed that it was the first beer in space on May 27, 2011. However, the can of “Natty Light” only reached 16 miles altitude; the internationally recognized boundary for the final frontier is 62 miles above the Earth.
- Budweiser’s bowtie can: In May, Budweiser unveiled a shapely car that mimics the bowtie deisgn of the company’s logo. Time magazine correctly pointed out that the new design actually holds less beer than the regular 12-ounce can.
- The light-up bottle: Earlier this year, Heineken released a prototype for a bottle that lights up when you tap it against another bottle, creating a lightshow when you toast.