Fayola Douglas
Mar 20, 2022

Heineken launches virtual beer brewed in Decentraland

The beer has zero calories, tastes of nothing and you can’t actually drink it.

Heineken: beer made with 100% computer-generated ingredients
Heineken: beer made with 100% computer-generated ingredients

Heineken has decided to switch up its recipe, trading in hops for pixels to create its new beer, Heineken Silver.

There is just one problem: you can't actually drink it. Described as being "filtered with superfast megabytes and through the best firewalls", Heineken Silver is available in the immersive digital platform, Decentraland.

The 100% computer-generated ingredients have been touted as being zero calories and the beer has no flavour.

Bram Westenbrink, global head of Heineken brand, pointed out that although the metaverse brings people together, "it is not the best place to taste a new beer".

He continued: "Our new virtual beer, Heineken Silver, is an ironic joke. It is a self-aware idea that pokes fun at us and many other brands that are jumping into the metaverse with products that are best enjoyed in the real world.

"For now, you can't taste pixels and bytes. So, we want to make a joke about that and remind everyone that nothing beats the taste of a refreshing beer, including our new virtual Heineken Silver, in the real world."

Visitors to Heineken's virtual brewery in Decentraland will be able to experience the brand and the new beer in the virtual world.

The virtual space includes brewing tanks, DJ booth, dance floor and a bar. Self-taught street artist J.Demsky helped design parts of the virtual home of Heineken.

Heineken Silver was unveiled at a product launch on March 17 at Heineken's virtual brewery. Guests enjoyed "pixelated lobster" and a performance from an avatar of Thierry Henry.

Source:
Campaign UK

Related Articles

Just Published

15 hours ago

PR Awards Asia-Pacific 2025: Winners announced

The PR Awards Asia-Pacific celebrated its 24th edition with a lively ceremony in Hong Kong. Check out the complete list of winners here.

23 hours ago

How AIA is changing behavior through communication

AIA Group CMO Stuart Spencer discusses how the insurer is changing perceptions about what it means to be healthy, and about its own industry in the process.

1 day ago

2025 Cannes Contenders: Bear Meets Eagle On Fire’s ...

The Aussie studio's creative directors Cass Jam and Mark Carbone reveal their top campaigns that combine wit, practicality, and cinematic flair ahead of Cannes Lions 2025.

1 day ago

A new agency business model for the post-gen AI ...

In this sequel to his analysis of gen AI's impact on agency business models, marketing consultant Andreas Moelmann suggests agency profitability lies in creative consulting.