Absolut Vodka is introducing a metaverse land to encourage visitors to “mix with others.” 

Absolut Vodka is introducing a metaverse land to encourage visitors to “mix with others.” In alignment with the Coachella music festival, the brand is reviving their Decentraland virtual experience, Absolut.Land, from last year, but updating their strategy to have a focus on building in-person connections. The metaverse platform is set to open April 14 and “will feature cocktail themed NFT wearables, music from Two Friends and vending machines to order cocktails to a user’s doorstep.” But this year’s new editions include a partnership with Hey! Vina, a friend-finding app, and the two brands are launching a “Find Your ‘Best Festival Friend’ platform, which includes a quiz to help find like-minded festival friends.” The brand noted how “phygital” experiences have the ability to “foster new connections and bring people together.” YPulse predicted that “phygital” launches will redefine brands’ web3 experiences this year and that it’s one of the best ways to draw young consumers from the web to in-store loyalty. (Marketing Dive)