Heineken debuts in the metaverse with a “digital beer” presentation

THE Heineken was the latest brand to delve into the metaverse, “producing” a beer available exclusively on the digital platform decentralized and, Heineken Silver. The launch of the beer itself took place in the metaverse.

“We know the Metaverse brings people together in a lighthearted and immersive way, which is really fascinating, but it’s not the best place to taste a new beer. Our new virtual beer, Heineken Silver, is an ironic joke. It’s a conscious idea that amuses us and many other brands that are jumping into the metaverse with products that would be better enjoyed in the real world,” explained Global Head Heineken Brand at HeinekenBram Westenbrink.


The brand has also partnered with Spanish urban artist J. Demsky to help design parts of Heineken Silver’s virtual bar at Decentraland.

“Being able to give people a way to artistically understand the taste of a virtual drink, especially when pixels and technology are combined, fits perfectly with who I am and the art I love to create. I hope so people will like my interpretation of what virtual Heineken Silver could be if it actually had a flavor.


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