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Heineken launches virtual beer ‘Heineken Silver’
Heineken has launched its first virtual beer, Heineken Silver, in a take that satirises the metaverse and NFT drinks marketplace.
The virtual beer, which has been created in a virtual brewery within the digital platform Decentraland, has been made with 100% computer-generated ingredients especially for fans of the metaverse.
According to Heineken, the virtual beer uses A-pixels and binary-coded hops grown by NPC (non-player character) farmers. Added to this, the virtual brewing process is overseen by Heineken’s digitised “virtual brewing assistants” in place of brewers.
Heineken stated that the “virtual beer was unveiled at a product launch event in Heineken’s virtual brewery, where guests were able to learn about how the beer is made in seconds, while enjoying pixelated lobster and caviar and rubbing shoulders with Heineken ambassadors, including Thierry Henry.”
Bram Westenbrink, global head of the Heineken brand, said: “Our new virtual beer, Heineken Silver 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.”
Heineken has additionally partnered with Spanish self-taught street artist, J. Demsky to help design parts of the virtual home of Heineken Silver.
J.Demsky added: “I hope people love my interpretation of what virtual Heineken Silver could be like if it had a flavour”.
To see the virtual home for Heineken Silver, and virtually drink an endless supply of Heineken’s new virtual beer, visit Decentraland.
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