Following the Apollo 11 moon landing in July of 1969, Tang sales skyrocketed, cutting further into Lipton’s U.S. market. Frantic, top brass at Monolever HQ in Rotterdam demanded that Lipton rush the instant beer to consumers. Unfortunately, the formula had not yet been perfected, and it smelled and tasted awful. After a disastrous test-market in Syracuse, New York and Little Rock, Arkansas, Lipton Instant Beer Mix was quietly killed.
Thanks to N.B. Sanders for the pointer.