Blog: One small step for a can - Pokari Sweat heads to the moon
Andy Morton | 16 May 2014
Japanese beverage firm Otsuka Pharmaceutical is claiming a world-first with plans to send a can of its Pokari Sweat to the moon.
According to a press release, the company will piggyback the specially-reinforced can on the first private moon landing project, due to blast off from Florida in May next year. But there are no plans for a return flight - Otsuka says it wants to inspire youngsters to become astronauts so they can fly to the moon and drink the Pokari Sweat themselves.
Unless the Martians beat them to it, of course.
But while Pokari Sweat may be the first beverage on the moon, it won't be the first in space. Check out my previous blog for other zero-gravity adventures for the industry.
Sectors: Soft drinks
Could it happen? According to this report, a section of the beer community wants to ditch the word craft. They prefer instead the term “Indie” for brewers they believe follow the enlightened path of t...
The global elite were in Switzerland last week for the World Economic Forum in Davos, the annual corporate huddle for the rich and powerful. The CEO of The Coca-Cola Co, Muhtar Kent, was there too, de...
With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, sl...
It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which for the first time ties all of the Coke family ...
- What's so special about Islay anyway? - Comment
- Six key trends for alcoholic drinks in 2016
- What do Bourbon and craft beer have in common?
- Ten things to know about spirits in the US
- Aus wine industry pays price for past failures
- Alcohol industry warning over Kroger plan
- SABMiller hits back in UK corporation tax row
- Diageo's Orphan Barrel The Gifted Horse - NPD
- Suntory bids for Lucozade, Ribena Nigerian network
- American rye whiskey sales leap 600% in five years
- What Next for Beer and Brewers Following the MegaBrew Deal?
- Global travel retail insights - market forecasts, product innovation and consumer trends
- Global Beer Trends 2015 : Global Beer Trends and Long-term Forecasts
- Global Whiskey Market 2016-2020
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research