Heineken Droaps Metaverse Beer NFT “Heineken Silver”

Heineken has just launched its first virtual beer, Heineken Silver. The new virtual drink serves as the company’s satirical take on the NFT beverage space and the metaverse.

It’s safe to say that the virtual beer is a product of Decentraland. Therefore, it consists of computer-generated ingredients created for beer fans in the metaverse. According to Heineken representatives, binary-coded hops grown by non-player character farmers made the beer. In addition, digitised virtual brewing assistants supervise the virtual brewing process.

Heineken launched its virtual beer at a product lunch in the company’s virtual brewery. There, guests had the opportunity to learn all about beer, while enjoying digital caviar and lobster alongside VIPs and product ambassadors.

Heineken’s satirical take on the metaverse

The brand’s global head, Bram Westenbrink, commented on the company’s new venture: “Our new virtual beer, Heineken Silver, is an ironic joke. It is 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. 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.”

To create the virtual home of Heineken Silver, the company collaborated with Spanish street artist J.Demsky; who began his creative journey during the 1990s graffiti boom. Since then, he has taken his art to over 50 countries.

Heineken now joins a growing list of beverage companies that have decided to take their drinks into the metaverse. These include Top Shelf International, Liquid Death, Coca Cola and Dalmore Whiskey, to name but a mere few.