Heineken has launched a virtual brewery to poke fun at brands that aspire to the metaverse.
The metaverse, in its global sense, does not yet exist, but many believe that people will one day spend their time in interconnected virtual worlds, accessed through a VR headset.
Set in Decentraland’s digital environment, the virtual brewery is home to “Heineken Silver,” a beer the brand says is made “with only the freshest pixels: no malt, no hops, no yeast, no water, and no beer.”
The company said it was “an ironic joke… that makes fun of us and other brands.” Recall that not so long ago we told how the financial giant HSBC announced the purchase of an entire land plot in the Sandbox metaverse.
Bram Westenbrink, global head of brand, said: “We know the metaverse brings people together in the most light-hearted and exciting way, but it’s just not the best place to try new beers.”
Meanwhile, singer Rihanna plans to sell her virtual beauty products in the metaverse.
Source: ixbt
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