At a metaverse launch event within the immersive digital platform, Decentraland, Heineken the Dutch brewer launched its first, brand new, virtual beer, Heineken Silver, on Thursday.
A virtual DJ and dancers dressed as Heineken dancers were present at the launch event of the fake beer, as well as pixilated lobster and caviar to promote the product as a legitimate virtual product.
According to Heineken, the launch was “an ironic joke” intended for other brands as well as for themselves. The virtual beer, Heineken Silver is made from 100% pure pixels, triple-filtered through firewalls, and uploaded at 5 million megabits per second. No malt, no hops, no yeast, no water, and also, no beer are used in this digital beer.
“We are playing at ourselves by introducing Heineken Silver, a virtual beer that is a clever ironic joke that pokes fun at us and other brands that are launching virtual products that are best enjoyed in the real world. We were thinking about having a little fun here and reminding everyone that you can’t taste pixels and bytes in a virtual world. So here’s a joke about that as well as a reminder that there’s nothing quite like a real Heineken Silver in the real world,” said Bram Westenbrink, Global Head of Heineken.
The company has partnered with street artist J. Demsky to enhance the virtual home of Heineken Silver and the metaverse with parts designed by the Spanish self-taught street artist.
I have been a fan of Heikenen for years, and I am honored to have been involved in this creative launch that brings virtual Heineken Silver to life in a truly unique way. The idea of giving people a way to visually comprehend what a virtual drink could taste like, especially when you combine pixels and technology, fits so well with who I am and the art I like to make. As a result, I hope people like my interpretation of what a virtual Heineken Silver would be like if it had flavour, said street artist J. Demsky
In addition to the virtual brewery in Decentraland, users can try the new Heineken Silver AR filter on the popular social platform, Snapchat, or in Heineken’s virtual brewery in Decentraland.