Heineken has launched its first virtual beer, Heineken Silver, exclusively on its virtual brewery within Decentraland , an immersive digital platform.
This new beer was officially presented at an international product launch event held at Decentraland, where guests learned how Heineken Silver is produced in seconds – “while enjoying pixelated lobster and caviar and sitting side-by-side with Heineken ambassadors, including former footballer Thierry Henry,” the brand said in a statement.
The same expertise that made Heineken world-renowned is undergoing a technological transformation to enter the metaverse, "pixel by pixel," since in the metaverse everything is about more sophisticated components, 100% computer-generated.
“Heineken believes that connecting with people is vital to human existence, just like the air we breathe or the water we drink. We know that the metaverse brings people closer in a light and immersive way, which is truly fascinating, but it’s not the best place to try a new beer. Our new virtual beer, Heineken Silver, is an ironic joke. It’s a conscious idea that amuses us and many other brands that jump into the metaverse with products that would be better enjoyed in the real world. For now, you can’t taste pixels and bytes. So, we want to play with that and remind everyone that not even our new virtual Heineken Silver beats the taste of a refreshing beer in the real world ,” explained Bram Westenbrink, Global Head of Heineken Brand.
In Partnership with
To add more flavor to the metaverse, Heineken partnered with renowned Spanish urban artist J. Demsky to help design parts of the Heineken Silver virtual bar at Decentraland.
“As a big fan of Heineken, I was thrilled to be involved in this fun and innovative launch, which brings the brand and virtual Heineken Silver to life in a truly unique way. Being able to give people a way to artistically understand the taste of a virtual drink, especially when you combine pixels and technology, fits perfectly with who I am and the art I like to create. So I hope people enjoy my interpretation of what virtual Heineken Silver could be like if it actually tasted like ,” said J. Demsky.
To experience the virtual brewery that J. Demsky created to launch Heineken Silver and enjoy an endless supply of Heineken's new virtual beer, simply visit the virtual brewery within Decentraland.
