The Dutch brewing giant Heineken has recently made fun of itself by launching a playful marketing campaign of its new "virtual beer" in Decentraland. Thus, the beer brand brings its famous classic lager Heineken Silver to the metaverse, saying it is composed of “100% digital raw materials,” “fermented with Binary Code,” and brewed “only from the freshest pixels.”
The metaverse beer concept was processed with the help of Spanish street artist J. Demsky and claims itself as an “inaccessible premium lager” with a “tech and meta finish.”
The Decentraland Heineken brewery is still under construction/maintenance, but the metaverse users can make the building's screenshots and share the pics using a #awesomeheinekenmarketatingstunt hashtag.
With this initiative, Heineken becomes the second beermaker to enter the metaverse. Earlier this year, Miller Lite created a VR bar to watch the Super Bowl while drinking virtual beer.
Well, for some, the whole idea of virtual beer seems weird, but that's just the beginning. While most big and medium-sized brands are joining the metaverse, a virtual beer made from the freshest pixels is just a new milestone in the inevitable global digitalization.
