It’s been quite a busy start this year for the Metaverse with the increasing number of companies and organizations joining the space. After Facebook rebranded itself into Meta in early November, predictions were however made that the metaverse market could reach $8 trillion with high hurdles to adoption. Recently, news had hit the wires of the world’s first Metaverse Beer being launched by the famous green bottling company, Heineken.
As of 2019, Heineken owned over 165 breweries in more than 70 countries where It produces 348 international, regional, local, and specialty beers, as well as ciders and employs approximately 85,000 people With an annual beer production of 241300000 hectolitres in 2019, and global revenues of 23.894 billion euro in 2019, Heineken stands as the number one brewer in Europe and one of the largest brewers by volume in the world.
Green Bottles Litre the Metaverse
Heineken has launched its first virtual beer, Heineken Silver, available exclusively in its virtual brewery within 3D browser-based platform Decentraland. Heineken Silver is brewed with 100% purified pixels. It is triple-filtered through firewalls and uploaded with 5 million megabits per second. Heineken is bringing its beer brewing process to the metaverse with Heineken Silver, offering its “special A-yeast,” usually brewed in horizontal tanks, and replacing it with so-called “A-pixels” and “binary-coded hops” grown by non-player character (NPC) farmers. According to a news release from the larger beer brand, the entire virtual brewing process is overseen by Heineken’s dedicated virtual brewing assistants.
The Heineken Silver was unveiled at a product launch event in Heineken’s virtual brewery where users were able to learn about how the beer is made in seconds while enjoying pixelated lobster, caviar, and visiting with Heineken ambassadors. This feat went well with the presence of famous French professional football coach, Thierry Henry as stated by the press release.
Press Release: The Mantra
At Heineken, it is believed that connecting with people is vital to human existence, like the air we breathe or the water we drink, we know that the metaverse brings people together in a light-hearted and immersive way that is exciting, but however, it’s just not the best place to taste a new beer. Bram Westenbrink, global head of Heineken, said in the release.
The new virtual beer, Heineken Silver, is an ironic joke. According to him, It is a self-aware idea that pokes fun at the company and many other brands that are jumping into the metaverse with products that are best enjoyed in the real world. For now, consumers won’t be able to taste pixels and bytes. Hence, the company is rather making a joke about it as it reminds everyone that nothing beats the taste of a refreshing beer, including its new virtual Heineken Silver.
Eureka!: Two Hands Hold the Baton
In addition, Heineken has partnered with Spanish street artist J. Demsky to help design parts of the virtual home of Heineken Silver within the metaverse. To be able to give people a way to artistically understand what a virtual drink could taste like, especially when combined as pixels and technology, its yield will get the attention of many.