Heineken Introduces New Beer, But It’s Not Real

Consumers are flooded with a daily dose of product claims that can’t be real, but now Amsterdam’s premier beer maker is taking it a step further.

Heineken® today launched its first, brand new, virtual beer, Heineken® Silver, exclusively in its virtual brewery within the immersive digital platform, Decentraland.

In the real world, Heineken® is known for its uncompromising quality, refined from decades of brewing innovation. Now, the same brewing expertise that made Heineken® world-famous is undergoing a high-tech transformation to take on the metaverse, one pixel at a time. Heineken® has always been passionate about natural ingredients, but in the metaverse, it’s all about the finest, 100% computer-generated ingredients.

Our special A-yeast, usually brewed in horizontal tanks, has been replaced with A-Pixels. Forget hops harvested in fields, virtual Heineken® Silver is brewed with Binary Coded Hops grown by NPC (non-player character) farmers. And of course, the whole virtual brewing process is overseen by Heineken®’s dedicated Virtual Brewing Assistants, digitized stand-ins for our Star Brewers.

These elements come together to develop a completely unique beer that visitors to Heineken®’s virtual brewery in Decentraland will be able to see in the virtual world. If only they were able to 3D print the product, they’d be able to hold and taste virtual Heineken® Silver in the real world.

The virtual beer was unveiled at a product launch event in Heineken®’s virtual brewery, where guests were able to learn about how the beer is made in seconds, while enjoying pixelated lobster and caviar and rubbing shoulders with Heineken® ambassadors, including Thierry Henry.

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