Heineken has launched its first virtual beer, Heineken Silver, available exclusively in its virtual brewery within the immersive digital platform, Decentraland.
The beer was first showcased at a virtual event in Heineken’s digitised brewery, where guests learned how the beer was made in seconds.
In a self-aware press release that jeered at itself, the drinks company said: “Our special A-yeast, usually brewed in horizontal tanks, has been replaced with A-Pixels.”
“Forget hops harvested in fields, virtual Heineken Silver is brewed with Binary Coded Hops grown by NPC (non-player character) farmers.”
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During the virtual premiere, avatar visitors also brushed shoulders with brand ambassador Theirry Henry and had the opportunity to eat pixelated lobster and caviar.
“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,” Heineken global head brand Bram Westenbrink said.
Heineken Silver brewery part-designer J. Demsky added: “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.”
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