HEINEKEN SILVER’S METAVERSE HAS A SPANISH LABEL

Heineken is one of the brands that is betting on the metaverse and has presented, as a parody, its first virtual beer. It is Heineken Silver and has been realized on the immersive digital platform Decentraland.

“We know that connecting with people is vital to human existence, like the air we breathe or the water we drink. And that the metaverse is a new social meeting point, casual, immersive and exciting,” says Bram Westenbrink, global head of the company.

In addition, Heineken Silver’s metaverse has a Spanish stamp. The creation and design of this virtual brewery has the signature of urban artist J. Demsky, a self-taught Elche native who began his creative career in the graffiti boom of the early 90s. “His nostalgic look at Arcade games, Japanese Mecha movies or science fiction on VHS is now seen in the futuristic, modern and casual universe he has created for Heineken Silver,” the brand says.

“Being able to give people a way to understand artistically what a virtual drink might taste like, fits perfectly with who I am and the art I like to create,” explains the Spanish artist. In addition, the Heineken brewery in the metaverse is now available and allows you to participate in activities such as the can lab, blind tastings or virtual toasts.