Heineken has launched a virtual beer it used in describing how organizations scramble to get their share of the latest trends. The event was tagged as an “ironic joke.”

“We know that the metaverse brings people together in a light-hearted and immersive way but it’s just not the best place to taste a new beer. Our new virtual beer 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,” Bram Westenbrink, Heineken’s global head of brand explained.

The mock virtual beer launch took place in a virtual brewery in Decentraland, a virtual world owned by its users. Real journalists were invited to take part in the event.

The virtual beer was described as being brewed with “binary-coded hops grown by NPC (non-player character) farmers.”

Organizations are investing more in the metaverse which has been described as the future of the internet. Meta, Facebook’s parent company, Microsoft, and others are working toward the metaverse.

Nike bought virtual shoe company RTFKT in December and U.S. bank HSBC recently acquired virtual real estate.