Heineken Launches Virtual Beer

Heineken Launches Virtual Beer — A Nod to the Metaverse’s Importance

Lara Raven

Lara Raven

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Digital beers are not the first thing that comes to one’s mind while reaching out for a fizzy drink on a hot summer day. However, Heineken recently launched Heineken® Silver, a virtual beer made exclusively in its virtual brewery.

The said virtual brewery is located on Decentraland, the immersive metaverse platform.

Heineken’s beers are famous all around the world, and the company is synonymous with excellent and premium-quality beers.

Now, it is probably one of the few beverage makers that have entered the metaverse. As a nod to Heineken’s digital transformation and high-tech adoption, the company launched the Heineken® Silver, albeit in a witty manner.

How is the metaverse beer made?

The company claims its virtual beer is made from only the “freshest pixels”. It further adds that the beer makes no use of yeast, hops, malt, or water — all ingredients essential to manufacturing delicious beer.

In other words, the beer contains no beer. Heineken adds that Heineken® Silver is an unusual and inaccessible premium lager that is apt for the metaverse, and that no one can enjoy it.

The company claimed that all its ingredients are 100% computer-generated, and laid down the process of metaverse beer-making. Instead of using its special A-yeast, Heineken uses A-Pixels to make the beer.

Virtual Values of Virtual Beer

In place of regular hops that help create the golden liquid, virtual Heineken® Silver is prepared with the help of Binary Coded Hops. The special digital (non-existent) hops are grown by non-player character (NPC) peasants.

The entire brewing process is supervised and monitored by Virtual Brewing Assistants, who replace Heineken’s regular Star Brewers.

Heinekens virtual brewery is a one-of-its-kind of place too

Heineken’s virtual brewery, located in Decentraland, allows visitors to walk around the 3D space and listen to the company’s business executives explain their strategies. Heineken’s Bram Westenbrink admits that the Heineken® Silver is an ironic joke that is self-aware.

He explained that it was the company’s way of poking fun at itself and many other brands that are attempting to enter the metaverse space — especially when those companies make products that are best savored in the physical world.

Visitors to Heineken’s virtual brewery can also hang around with celebrity brand ambassadors, including Thierry Henry. The company also roped in J.Demsky, a popular Spanish street artist to design certain parts of Heineken Silver’s virtual home. J.Demsky explained that it was a great opportunity for him to interpret what virtual Heineken Silver would be like if it had flavor.

Heineken shows other brands the path to the metaverse

At the root of its attempt at launching a metaverse beer seems to be Heineken’s desire to establish its presence in the digital and social spaces.

As competition is increasingly compelling brands to enter the metaverse, some of them have begun to acknowledge that it may not be possible for every brand to realistically enter the virtual world.

Virtual Beer in Decentraland

However, as proven by Heineken jocularly, it is possible to use the metaverse to educate, inform, and even entertain loyal customers. Metaverse spaces are apt for demonstrating how products are manufactured, and how they can be used.

Metaverse may be the future of marketing and advertising

A growing number of brands and companies have begun to set up stores and experience centers in the metaverse. This helps their prospects and customers to understand more about their services and products. In other words, the metaverse is proving to be a formidable marketing tool for companies.

As a result, investors and speculators have begun to buy metaverse plots in Decentraland and other such platforms.

Heineken’s attempt to synthesize self-deprecatory humor and advertising while declaring its entry to metaverse is a curious case study indeed. As proven by the company’s launch of virtual beer, one may see more companies trying their hand at humor, infotainment, and pure marketing to get their word to their target audience.

The possibilities are endless, and although Heineken claims humor as a reason for its new public relations exercise, it is probably a veiled nod to the growing importance of virtually immersive experiences and the need for remaining relevant at a time when things are evolving rapidly.

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