Heineken launches the first virtual beer mocking the metaverse in Decentraland

It is now possible to drink beer in the metaverse. That’s because Heineken, one of the biggest beer brands in the world, has announced its official entry into the Decentraland metaverse, along with the launch of the first virtual beer.

Heineken in the metaverse

Heineken Silver is not made with malt, hops or other traditional ingredients. Instead, it’s made up of 100% pixels. Therefore, it is alcohol and gluten free.

“Our virtual beer is made with only the freshest pixels: no malt, no hops, no yeast, no water and also no beer. The result? An unusual and unaffordable premium beer with a tech finish that no one can enjoy. Update your virtual taste now. Try the new virtual Heineken® Silver in Decentraland”, highlights the company on the project’s official website.

While in the Decentraland virtual world, it will be possible to go to the Heineken virtual brewery to “try” the drink.

The product launch was for VIP guests within Decentraland. The event also featured pixelated lobster and caviar. In addition, Heineken ambassadors were present, including former Arsenal player Thierry Henry.

“At Heineken, we believe that connecting with people is as vital to human existence as the air we breathe or the water we drink. And we know that the metaverse brings people together in a light and engaging way that is really moving,” said spokesperson Bram Westenbrink.

Still according to Westenbrink, virtual beer is an “ironic joke”: “It’s a self-conscious idea that mocks us and many other brands that are entering the metaverse with products that are more appreciated in the real world”, he said.

“For now, you can’t prove pixels and bytes. So we want to make a joke about it and remind everyone that nothing beats the taste of a refreshing beer. This includes our new virtual, real-world Heineken Silver,” she said.