Craft beer is no stranger to bold experiments, but BrewDog Denver and Urban Sky have taken innovation to stratospheric levels — literally. The two Denver-based pioneers teamed up to launch Urban Galaxy IPA (8.5% ABV), a Black Juicy IPA that has touched the edge of space. This limited-edition brew is a cosmic creation, combining roasted malt flavors with hoppy, tropical notes and a hint of “space dust.” The beer will be exclusively available on tap at BrewDog Denver, with a special release party this past weekend. Sorry, we’re a little late. We missed it too!
Galaxy Hops with a stratospheric twist
The heart of Urban Galaxy’s unique flavor lies in its star ingredient: Galaxy hops that were sent to the edge of space. BrewDog Denver partnered with Urban Sky, an aerospace innovation company, to launch the hops aboard Urban Sky’s Microballoon. During their journey into near space, the hops were flash-frozen and exposed to zero-gravity conditions. This process intensified their essential oils, enhancing the bitterness and flavor profile. Once recovered, the hops were brewed into a bold Black Juicy IPA with notes of pine, tropical fruit, and dark chocolate. From the press release:
“We’re proud to share Urban Galaxy with fellow beer enthusiasts as the first of many collaborations to come,” says BrewDog Denver’s Head Brewer, Elliot Knight. “This beer represents our passion for pushing the boundaries of brewing, and we can’t wait to celebrate with our Denver community at the launch party!”
The experiment was made possible by Propagate Lab, which provided yeast for the brewing process, ensuring the final product was as innovative as its ingredients.
Why space? The marketing and appeal of cosmic brews
The idea of sending beer ingredients into space isn’t new, but it continues to captivate brewers and beer enthusiasts alike. For BrewDog, this venture is an extension of its reputation for boundary-pushing creativity. The space theme taps into the human fascination with exploration, adding a layer of storytelling that resonates with consumers.
Other breweries have explored similar space ventures over the years:
- Bridger Brewing and Montana State University: This collaboration sent malt, hops, yeast, and water into near space to celebrate the Apollo 11 moon landing anniversary.
- BridgePort Brewing: Portland’s iconic brewery sent its Original IPA 22 miles above Earth, marking milestones in its history with a celestial nod.
- Ninkasi Brewing: This Oregon brewery sent brewer’s yeast into space for its Ground Control Imperial Stout, creating a beer with an out-of-this-world backstory.
- Budweiser: The global giant sent barley to the International Space Station to study its behavior in microgravity and explore brewing possibilities on Mars.
Space-themed marketing connects breweries to the adventurous spirit of their audience while offering a memorable narrative that sets their beers apart in a crowded market.
Why space-themed beers work for breweries
Space-themed beers offer breweries a unique way to innovate and stand out in a competitive industry. These experiments capture the imagination of consumers, creating buzz-worthy stories and drawing attention to the science and creativity behind brewing. By collaborating with organizations like aerospace companies or research institutions, breweries can further emphasize their commitment to pushing boundaries.
For craft brewers like BrewDog, Urban Sky, and others who’ve embraced this cosmic trend, the payoff is clear: memorable experiences for beer enthusiasts and increased visibility for their brands. As craft beer continues to evolve, expect more breweries to reach for the stars — and beyond
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