Heineken® wants to take on the metaverse and creates a virtual beer consisting of 100% computer-generated ingredients: Heineken® Silver.
The yeast has been replaced with A-Pixels; the hops harvested in fields with Binary Coded Hops grown by NPC (non-player character) farmers. And of course, the whole virtual brewing process is overseen by Heineken®'s Virtual Brewing Assistants, digitised stand-ins for the Heineken Brewers.
Bram Westenbrink, Global Head Heineken® Brand, said: "At Heineken®, we believe that connecting with people is vital to human existence, like the air we breathe or the water we drink, and we know that the metaverse brings people together in a light-hearted and immersive way that is really exciting – but it's just not the best place to taste a new beer. 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."
To add a little more flavour to the metaverse and the virtual Heineken® Silver, Heineken® has partnered with Spanish self-taught street artist, J. Demsky to help design parts of the virtual home of Heineken® Silver.
Photo: © Heineken
The yeast has been replaced with A-Pixels; the hops harvested in fields with Binary Coded Hops grown by NPC (non-player character) farmers. And of course, the whole virtual brewing process is overseen by Heineken®'s Virtual Brewing Assistants, digitised stand-ins for the Heineken Brewers.
Bram Westenbrink, Global Head Heineken® Brand, said: "At Heineken®, we believe that connecting with people is vital to human existence, like the air we breathe or the water we drink, and we know that the metaverse brings people together in a light-hearted and immersive way that is really exciting – but it's just not the best place to taste a new beer. 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."
To add a little more flavour to the metaverse and the virtual Heineken® Silver, Heineken® has partnered with Spanish self-taught street artist, J. Demsky to help design parts of the virtual home of Heineken® Silver.
Photo: © Heineken
