Digital Transformation Brand Strategy

Heineken ‘pokes fun’ at metaverse bandwagon... by jumping on it with zero-taste beer

By John Glenday | Reporter



Metaverse article

March 18, 2022 | 3 min read

Heineken has brought the metaverse hype crashing down with a sobering acknowledgement that you cannot get drunk in virtual reality (VR).

The Dutch brewer has climbed aboard the interactive virtual world bandwagon with the release of Heineken Silver – an intangible beer that contains zero calories, zero alcohol and zero taste.

Switching hops for pixels, alcohol for sobriety and liquid refreshment for dry humor, the beer brand claims its 100% computer-generated offering is a sure-fire option for anyone wishing to avoid a hangover.


Heineken sobers up metaverse acolytes with zero-taste beer

Bram Westenbrink, global head of Heineken brand, said: “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.”

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Heineken Silver takes pride of place in Heineken’s virtual brewery in Decentraland, the browser-based 3D virtual world.

Guests will be permitted to freely wander the virtual environment, which includes a DJ booth, dance floor and a bar serving up treats such as ‘pixelated lobster’ and a performance by an avatar of Thierry Henry.

Digital Transformation Brand Strategy

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Go Places 2.0 features 33 HEINEKEN employee stories from around the world that showcase the entrepreneurial culture upon which HEINEKEN was built. The collection of films illustrate how with the right mindset, people ‘Go Places’ physically and professionally during a career at HEINEKEN.

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