Heineken® today launched its first brand new virtual beer, Heineken® Silver, exclusively in its virtual brewery within the immersive digital platform Decentraland.
Heineken, the Netherlands-based brewing company, launched its first virtual beer within the Decentraland metaverse, a pioneer in the digital industry.
Meta(phorically) fresh. Try it now in Decentraland#ExtraFResh. pic.twitter.com/PL15BvWBR1
— Heineken (@Heineken) March 17, 2022
The launch of Heineken Silver took place worldwide on Thursday, March 17, through an exclusive event in its own metaverse headquarters, which has brought a lot of visits and positive positive positive comments.
Heineken®️ Silver virtual beer is here, try to try it now.#ExtraFResh pic.twitter.com/Z9ju8a53Qm
— Heineken (@Heineken) March 17, 2022
In the real world, Heineken® is known for uncompromising quality, refined through decades of brewing innovation. Now, the same brewing experience that has made Heineken® world famous is undergoing a high-tech transformation to take on the metaverse, one pixel at a time.
Heineken said in a statement that it has always been passionate about natural ingredients, and in the metaverse it could be no different, so it is dealing with “the best 100% computer-generated ingredients.”
“Our special A-yeast, normally brewed in horizontal tanks, has been replaced with A-Pixels. Forget field-harvested hops, virtual Heineken Silver is brewed with binary-coded hops grown by NPC (non-player character) farmers,” Heineken noted.
The virtual beer was unveiled at a product launch event at Heineken’s virtual brewery, where guests were able to learn how beer is made in seconds, while rubbing shoulders with Heineken® ambassadors, including former French footballer and coach Thierry Henry.
Bram Westenbrink, Global Head Heineken Brand, commented:
“At Heineken, 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 joyful and immersive way that is truly exciting, but not the best place to try a new beer. Our new virtual beer, Heineken Silver, is an ironic joke. It’s 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.”
To develop the concept of the virtual Heineken Silver, the beer company turned to street artist J. Demsky, a self-taught artist who began his creative journey immersed in the graffiti boom of the early 1990s.
If you want to enjoy a cold Heineken in Decentraland click on the image below and cheers!
Said the brand in a statement:
“His nostalgic look at Arcade games, Japanese Mecha movies or sci-fi on VHS is now seen in the futuristic, modern and carefree universe he has created for Heineken Silver.”
“Being able to give people a way to artistically understand what a virtual drink might taste like fits perfectly with who I am and the art that I like to create”.
For his part J. Demsky commented:
“I was excited to be involved in this fun and unique launch that brings the brand and virtual Heineken Silver to life in a really unique way… when you combine all the pixels and technology, it fits perfectly with who I am and the art I like to create, so I hope people like my interpretation of what virtual Heineken Silver could taste like.”
Finally, the Global Head Heineken Brand, noted:
“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 firm indicated that Heineken Silver brings to the digital world the characteristics that make its beers referents around the world, adapting in a great way to the new context of the metaverse.
After the launch, the number of visits to the brewery has increased, where attendees can enjoy the can lab, virtual toasts and even blind tastings.
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