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

Share post:

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.

For more information, read the original story in BBC.

Featured Tech Jobs


Related articles

FTC says Microsoft’s layoffs at Activision Blizzard may threaten merger approval

The FTC has expressed dissatisfaction with Microsoft's layoffs at Activision Blizzard, challenging the integrity of the Microsoft-Activision deal....

Delaware court voids Musks $56 billion dollar compensation

Tesla's stock experienced a notable downturn following a Delaware court's decision to void CEO Elon Musk's massive $56...

IT World Canada strikes partnership with Canadian Cybersecurity Network

Goal is to make it easier for infosec pros to access each organization

Microsoft overtakes Apple as world’s most valuable company

In a notable shift in the tech industry, Microsoft has recently overtaken Apple to become the world's most...

Become a member

New, Relevant Tech Stories. Our article selection is done by industry professionals. Our writers summarize them to give you the key takeaways