Heineken launches new beer in Decentraland’s Metaverse

Heineken in the Metaverse of Decentraland

Heineken’s first virtual brewery was launched via the Metaverse platform Decentraland on the Ethereum blockchain. During the virtual launch of the Silver beer, people could enjoy virtual lobster and caviar and avatars could let loose on the digital dance floor. During the presentation, the unique brewing process and the collaboration with Spanish artist J. Demsky were further discussed.

What is the Metaverse?

The Metaverse is seen as the next step in communication in which people interact via various platforms and devices. Read more about what the Metaverse is and what the opportunities are for businesses.

Unique interaction via the Metaverse

Drinking a virtual beer together feels (and tastes!) different than toasting in a pub or at a festival. In the end, there’s nothing better than that first refreshing sip of a real beer,’ says Els Dijkhuizen, Heineken’s marketing director. Nevertheless, the company sees the Metaverse as a unique way to communicate with a target group that is setting trends in the field of digital communication. 

Visiting the Heineken in Decentraland

I already took a look and was quite impressed with the design and the interaction possibilities. Fortunately, the irony of a virtual drink escapes Heineken’s marketers. The sarcasm radiates from the experience with statements like ‘the Metaverse is a confusing place’ and ‘This is the best our Marketeers could think off’.  

Want to tap a virtual beer yourself? You can do so here. See you on the dancefloor.



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