Heineken has launched its first virtual beer, Heineken Silver, available exclusively in its brewery within the Decentraland platform.
Bram Westenbrink, Global Head Heineken Brand, says: “We believe that connecting with people is vital to human existence, like the air we breathe or the water we drink, and we know that the metaverse brings people together in a light-hearted and immersive way that is really exciting – but it’s just not the best place to taste a new beer.”
He adds: “Our new virtual beer is an ironic joke. It is a self-aware idea that pokes fun at us and many other brands that are jumping into the metaverse with products that are best enjoyed in the real world.”
“For now, you can’t taste pixels and bytes. So, we want to make a joke about that and remind everyone that nothing beats the taste of a refreshing beer, including our new virtual Heineken Silver, in the real world.”
The company partnered with Spanish street artist, J. Demsky to help design parts of the virtual home of Heineken Silver.
The latter says: “As a long time lover of Heineken, I was excited to be involved with this fun and unique launch that brings the brand, and virtual Heineken Silver, to life in a really unique way.”
“To be able to give people a way to artistically understand what a virtual drink could taste like, especially when you combine all the pixels and technology together, fits perfectly with who I am and the art I like to create – so I hope people love my interpretation of what virtual Heineken Silver could be like if it had a flavour.”
Source: retail technology innovation hub