Event TV: John Smith's shoots beer batch into space

Heineken beer brand John Smith's continued an out-of-space campaign by launching a batch of beer 37,430 metres into the earth's atmosphere.

John Smith’s announced news of the stunt today (30 July), while the cans of bitter themselves will be available to fans via the brand’s Facebook page.

The company worked with intergalactic specialists Sent into Space to stage the stunt. The 10-beer crate spent several days under scientific testing to make sure it was ready for space travel.

The beers were placed in a vacuum chamber, subjected to extreme freezing temperatures and impact tested to make sure they were not damaged on their way back to Earth.

The cargo then began a three-hour round-trip to the edge of the earth’s atmosphere. It was launched using a large custom meteorological balloon, which burst at maximum altitude.

A parachute protected the goods as they fell back to earth. They were then collected and packed into a specially-designed ‘space ale’ box.

Ifeoma Dozie, brand director at Heineken UK, said: "We wanted to create something truly extraordinary for beer lovers, that they have never experienced before and most probably will never experience again. The extraordinary journey that John Smith’s has been on proves that it’s a beer that’s only ordinary by name.

"The super-limited edition run is bound to prove popular with our passionate fans, after all who wouldn’t want to try beer that’s been to space - we can’t wait to see the reaction."

Agencies Cow PR and Adam & Eve also worked on the campaign.

Earlier this month, John Smith’s created a constellation in the sky shaped like a pint of beer. It currently offering members of the public with ordinary names – such as John Smith - the chance to own a piece of the constellation.

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