Heineken’s Virtual Beer Launch Tagged An “Ironic Joke”

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.

IT World Canada Staff
IT World Canada Staff
The online resource for Canadian Information Technology professionals.

Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

ITW in your inbox

Our experienced team of journalists and bloggers bring you engaging in-depth interviews, videos and content targeted to IT professionals and line-of-business executives.

More Best of The Web