Thursday, August 14, 2008

Fossil Fuels Beer

This is a local news story in my area. Let's see. How can I relate this to marketing? A press release for Fossil Fuels Beer.

Any suggestions?

(photo by
Jan Yarnot - thank you Jan!)

Professor brews beer with 45-million-year-old yeast

Cal Poly professor emeritus Raul Cano and colleagues recently unveiled Fossil Fuels Beer, a unique beverage that uses ancient yeast as a key ingredient, at Kelley Brothers Brewing in Manteca.

In 1995, Cano reported in Science magazine that he’d extracted living bacterium from a bee entombed in amber 25 million to 45 million years ago.

His research was a key inspiration for the “Jurassic Park” books and movies.

Now more than a decade later, research by the microbiologist and director of Cal Poly’s Environmental Biotechnology Institute is playing a key role in an entirely unique venture — brewing beer from prehistoric yeast plucked from ancient amber samples.

The fungus, originally considered a nuisance in Cano’s laboratory, is now the “star athlete” of Fossil Fuels Brewing, said a Cal Poly spokesman. The firm’s motto is “Bringing Good Things Back to Life.”

“Why waste good waste?” Cano said. “I’m hoping to use profits from beer sales to fund biofuels research at Cal Poly’s EBI. The wastewater from beer production has a great deal of energy, therefore, potential to be reclaimed as biofuel.”

< /snip >

Greg Cryns

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