On April 1, Canadian astronaut Jeremy Hansen will join the NASA-led Artemis 2 mission to fly around the moon and back. That means Hansen will go farther into deep space than any Canadian has ever gone before.

Inspired by this milestone moment, Moosehead Breweries is launching its limited edition Moosehead Space Beer, “a mission-ready interpretation” of the brand’s Canadian lager. The product innovation is made of Moosehead Lager, freeze-dried into zero-gravity-friendly, shelf-stable snacks with no ABV. The product was developed in partnership with Canadian food innovators at Future Food Studio, led by engineer and creative scientist Dr. Irwin Adam Eydelnant.

The Space Beer concept was developed and led by Craft Public Relations, which is also handling media and influencer engagement. Media Experts is managing paid amplification.

Moosehead Space Beer is being marketed across Instagram and TikTok through sponsored influencer content, organic influencer mailers, and on Moosehead’s social channels, and through a national media relations campaign.

“Our Canadian identity shapes how we go to market,” Patricia Larez, Moosehead’s VP of marketing, tells strategy. “Part of that identity involves celebrating Canadian milestones and iconic moments. Product-led, timely and shareworthy innovations that meet Canadians where they are, like Space Beer or like last year’s Presidential Pack, are helping us punch above our weight in the category. And we’re seeing the impact on our business results.”

This the latest in a series of pro-Canada campaigns, activations and offers from the company. After U.S. President Donald Trump threatened tariffs at the beginning of 2025, Moosehead came out with the “Presidential Pack,” which included 1,461 cans of lager, “just enough to get through the full presidential term.”

Moosehead expanded on its patriotic approach with a Canada Day campaign designed to reinforce Moosehead’s position as the only major brewery in the country that’s still fully Canadian-owned – a core differentiator in a category now largely dominated by foreign interests.

And last August, Moosehead launched the “Elbows Up Armchair,” a giveaway offer for entrants who followed the brand on Instagram and tagged a friend who has been working hard to support Canadian companies.

“Our work in 2025 led to a banner year, in awareness, fan engagement and sales,” Larez says. “Moosehead is, and continues to be, the only major beer brand that is 100% Canadian, and that truth carries its own weight. And so we’ll continue to speak to consumers in a way that feels honest, real, and true to our heritage. That approach ensures that our Canadian-ness never feels like a marketing device – it’s our identity.”

Six packs of Moosehead Space Beer will be available exclusively through the New Brunswick-based brewer’s Instagram channel.