Heineken is parodying the metaverse with a virtual beer that’s just for looks, not for drinking. The beer brand is the second of its kind to claim its space in the metaverse with Heineken Silver, a “virtual beer” available in the company’s virtual brewery on Decentraland. A launch party kicked off the product’s introduction, complete with dining on “pixelated lobster and caviar.” Heineken claimed that the move is meant to be a joke, poking fun at other companies that are jumping on the metaverse “with products that are best enjoyed in the real world.” As the brand puts it, “it’s not the best place to taste a new beer.” But unlike the beer, the virtual brewery can be enjoyed as users can learn about how Heineken brews its real-life products. YPulse’s Metaverse trend research shows 73% of virtual world gamers say they like when brands interact with the virtual world games they play, and putting a unique spin on brand activations inside metaverse platforms like Decentraland is one way to authentically connect with them—while having some fun with it, too. (Mashable, Marketing Dive)
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