Heineken has determined to modify up its recipe, buying and selling in hops for pixels to create its new beer, Heineken Silver.
There is only one downside: you’ll be able to’t truly drink it. Described as being “filtered with superfast megabytes and thru the most effective firewalls”, Heineken Silver is out there within the immersive digital platform, Decentraland.
The 100% computer-generated components have been touted as being zero energy and the beer has no flavour.
Bram Westenbrink, world head of Heineken model, identified that though the metaverse brings individuals collectively, “it isn’t the most effective place to style a brand new beer”.
He continued: “Our new digital beer, Heineken Silver, is an ironic joke. It’s a self-aware concept that pokes enjoyable at us and plenty of different manufacturers which can be leaping into the metaverse with merchandise which can be finest loved in the actual world.
“For now, you’ll be able to’t style pixels and bytes. So, we need to make a joke about that and remind everybody that nothing beats the style of a refreshing beer, together with our new digital Heineken Silver, in the actual world.”
Guests to Heineken’s digital brewery in Decentraland will have the ability to expertise the model and the brand new beer within the digital world.
The digital area contains brewing tanks, DJ sales space, dance ground and a bar. Self-taught avenue artist J.Demsky helped design elements of the digital house of Heineken.
Heineken Silver was unveiled at a product launch on 17 March at Heineken’s digital brewery. Visitors loved “pixelated lobster” and a efficiency from an avatar of Thierry Henry.