Heineken launches first virtual beer in the Metaverse: Heineken Silver

Discussion in 'Beer News & Releases' started by Todd, Mar 17, 2022.

  1. Todd

    Todd Founder (6,632) Aug 23, 1996 California
    Staff Moderator Fest Crew Society Trader

    Brewing with Pixels, Not Yeast – Heineken® launches first virtual beer brewed in the virtual world, Heineken® Silver

    Amsterdam, 17th March: Heineken® today launched its first, brand new, virtual beer, Heineken® Silver, exclusively in its virtual brewery within the immersive digital platform, Decentraland.

    In the real world, Heineken® is known for its uncompromising quality, refined from decades of brewing innovation. Now, the same brewing expertise that made Heineken® world-famous is undergoing a high-tech transformation to take on the metaverse, one pixel at a time. Heineken® has always been passionate about natural ingredients, but in the metaverse it’s all about the finest, 100% computer-generated ingredients.

    Our special A-yeast, usually brewed in horizontal tanks, has been replaced with A-Pixels. Forget hops harvested in fields, virtual Heineken® Silver is brewed with Binary Coded Hops grown by NPC (non-player character) farmers. And of course, the whole virtual brewing process is overseen by Heineken®’s dedicated Virtual Brewing Assistants, digitised stand-ins for our Star Brewers.

    These elements come together to develop a completely unique beer that visitors to Heineken®’s virtual brewery in Decentraland will be able to see in the virtual world. If only they we were able to 3D print the product, they’d be able to hold and taste virtual Heineken® Silver in the real world.

    The virtual beer was unveiled at a product launch event in Heineken®’s virtual brewery, where guests were able to learn about how the beer is made in seconds, while enjoying pixelated lobster and caviar and rubbing shoulders with Heineken® ambassadors, including Thierry Henry.

    Bram Westenbrink, Global Head Heineken® Brand, said: “At Heineken®, we believe that connecting with people is vital to human existence, like the air we breathe or the water we drink, and we know that the metaverse brings people together in a light-hearted and immersive way that is exciting – but it’s just not the best place to taste a new beer. 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.”

    To add a little more flavour to the metaverse and the virtual Heineken® Silver, Heineken® has partnered with Spanish self-taught street artist, J. Demsky to help design parts of the virtual home of Heineken® Silver.

    J.Demsky said: “As a long-time lover of Heineken®, I was excited to be involved with this fun and unique launch that brings the brand, and virtual Heineken® Silver, to life in a unique way. To be able to give people a way to artistically understand what a virtual drink could taste like, especially when you combine all the pixels and technology together, fits perfectly with who I am and the art I like to create – so I hope people love my interpretation of what virtual Heineken® Silver could be like if it had a flavour.”

    LesDewitt4beer likes this.
  2. jesskidden

    jesskidden Poo-Bah (2,426) Aug 10, 2005 New Jersey
    Society Trader

    ...but due to a yet to be determined computer glitch, the beer itself is still light-struck!
  3. jageraholic

    jageraholic Disciple (344) Sep 16, 2009 Massachusetts

    I know this sounds old man crotchety, but the interest and money being poured into the metaverse doesn't make any sense to me.
    bubseymour, ManBearPat, DCH and 28 others like this.
  4. moodenba

    moodenba Zealot (552) Feb 2, 2015 New York

    Well, for me the Heineken metaverse would probably be as enjoyable as the real-world Heineken experience. So maybe the corporate effort wasn't completely wasted.

    We experience the metaverse now through goggles and headphones. Maybe meta-beer should wait for nose and mouth extensions.
  5. jesskidden

    jesskidden Poo-Bah (2,426) Aug 10, 2005 New Jersey
    Society Trader

    It ain't supposed to make sense, it supposed to make money ---
    for the corporations. (How? Beats me - I, too, am a crotchety old man - and have been that way all my life :grin:).

    The public is way too "intelligent" and "sophisticated" (ironic quotes properly used ironically) to fall for Cardiff Giants and Pet Rocks these days, thus the Metaverse.
    #5 jesskidden, Mar 17, 2022
    Last edited: Mar 17, 2022
  6. distantmantra

    distantmantra Meyvn (1,184) May 23, 2011 Washington

    Web3 just feels like an MLM.
  7. Giantspace

    Giantspace Savant (942) Dec 22, 2011 Pennsylvania

    This will let me drink all day and still be able to drive.

    AlcahueteJ and GetMeAnIPA like this.
  8. beardown2489

    beardown2489 Devotee (480) Oct 5, 2012 Illinois

    Cool. Now we’re advocating for virtual beers. Make it stop please
    DCH, Hatzilla, Squire and 3 others like this.
  9. Todd

    Todd Founder (6,632) Aug 23, 1996 California
    Staff Moderator Fest Crew Society Trader

  10. billandsuz

    billandsuz Devotee (498) Sep 1, 2004 New York

    Of course.
    Of course Heineken released this, uh, statement. Who else does this dumb shit?

    There are people that wake up in the morning, go to work, and this is their job. Make up ways to sell made up things in a make up world, they get paid a lot of money to tell real people about it.

    I feel bad for society.
  11. jesskidden

    jesskidden Poo-Bah (2,426) Aug 10, 2005 New Jersey
    Society Trader

    All of 'em?

    If they could, especially if you include all "dumb shit", not just this particular variety of same. :grin: Just walk down any beer aisle and browse the labels or check breweries' Facebook, Twitter and Instagram pages. Makes you wish more of it was "virtual".

    Yeah, me, too. But there are many people out there working to put it out of its misery. (How? Well, there are two schools of thought on that one...:grimacing:).
    moodenba, billandsuz and zid like this.
  12. LesDewitt4beer

    LesDewitt4beer Meyvn (1,118) Jan 25, 2021 Minnesota

  13. Coronaeus

    Coronaeus Poo-Bah (1,807) Apr 21, 2014 Canada (ON)
    Society Trader

    “Heineken Silver … is a self-aware idea…”

    And that’s how it starts…
    Squire, CBlack85, Urk1127 and 3 others like this.
  14. Shanex

    Shanex Poo-Bah (1,759) Dec 10, 2015 France
    Society Trader

    Heineken and Metaverse is more than enough I needed to read.
    ManBearPat, Hatzilla, Squire and 5 others like this.
  15. JackHorzempa

    JackHorzempa Poo-Bah (5,429) Dec 15, 2005 Pennsylvania

    What!?! :astonished:

    Heineken 'beat' the BrewDog dudes to the metaverse!?! :confused:

    Squire, Reidrover and jbakajust1 like this.
  16. HouseofWortship

    HouseofWortship Meyvn (1,322) May 3, 2016 Illinois
    Society Trader

    If this was April 1st I’d pat Heineken on the back, alas it is not and now I have a virtual hangover. If people are going to live in the meta verse I guess you have to put your brand there? I hope people blow all their money on virtual crap so tangible real work stuff has less demand and drops in price.
  17. Harrison8

    Harrison8 Poo-Bah (5,258) Dec 6, 2015 Missouri
    Society Trader

    Just praying we don't get to a point of trading virtual brown water for beer.
    Shanex and HouseofWortship like this.
  18. jbakajust1

    jbakajust1 Crusader (768) Aug 25, 2009 Oregon

    Heineken Silver
    Served in a virtual mug from a virtual can at the Decentraland brewery.

    Pours a pixelated straw color with blocky white foam that dissipates quickly. Not sure if that is real, or if my FPS is too low. Anyways, the beer is anything but clear. Not sure if the can was shaken, the beer didn't lager long enough, or the digital brewers forgot to adjust the transparency on the color settings.

    Beer smells like cheetos. I don't know if that is from the old digital hops, and some DMS, or if I am just catching whiffs of the crumbs on my keyboard. Faint skunkiness too. Yup, I remember now, I smoked a fat bowl and got the munchies before going online. Apparently this beer has no aroma.

    My avatar on the screen seems to enjoy the taste. Not sure if that is code or what, but I can't taste anything. Wait, is that plastic? And a hint of cardboard? How is a virtual beer oxidized and has an infection? Oh, nevermind, I just took these VR gloves out of the box.

    Mouthfeel is solid. Not solid, like spot on for style, like, literally solid.

    Overall perception is that this entire trip to Decentraland and all the bitcoin I just spent to get this beer was a huge waste. I never thought I would ever say I prefer regular Heineken. Oh well, at least I didn't have to stand in line for 3 hours for an overpriced can of Fruit smoothie sour IPA stout with pretzels and oatmeal cookies. Tickers gonna tick, right.
    #18 jbakajust1, Mar 18, 2022
    Last edited: Mar 18, 2022
  19. Haunzzy

    Haunzzy Initiate (6) Oct 12, 2021

    I enjoyed the video, it was a clever carefree way to promote and advertise the real Heineken Silver which I had no idea existed, so the advertisement worked. Will I drink it? Most likely no, but I will def mention this to my friends that do.
    AlcahueteJ likes this.
  20. sculls65

    sculls65 Aspirant (251) Dec 15, 2008 Michigan

    How much is it. ? Don't folks pay for stuff in the Metaverse??
  21. Urk1127

    Urk1127 Poo-Bah (1,994) Jul 2, 2014 New Jersey
    Society Trader

    JackHorzempa and Shanex like this.
  22. dcotom

    dcotom Poo-Bah (2,880) Aug 4, 2014 Iowa
    Society Trader

    Wonder why they dropped this load of meadow muffins on March 17? Throwing a little shade on St. Patrick? Of course, "Virtual Fools' Day" does have a nice ring to it...
    Squire likes this.
  23. Tennessee51

    Tennessee51 Initiate (68) Aug 23, 2016 Tennessee

    yes! This is far beyond the Pale!!
    HouseofWortship likes this.
  24. LiquidAmber

    LiquidAmber Poo-Bah (8,300) Feb 20, 2009 Washington

    It's always sad when old men in suits and ties try to act cool and with it to new generations.
    Squire and Tennessee51 like this.
  25. Tennessee51

    Tennessee51 Initiate (68) Aug 23, 2016 Tennessee

    I'm just wondering if anybody knows how to contact Heineken ( I couldn't find contact info on their site). I'd like to suggest them making an Ice Beer....Heineken Ice!
    DCH likes this.
  26. jzeilinger

    jzeilinger Poo-Bah (9,331) Dec 4, 2004 Pennsylvania
    Society Trader

    I sit here laughing at this make believe non-sense as I sip on a real beer. "The senses are a terrible thing to waste."
    dcotom, Squire and Tennessee51 like this.
  27. HorseheadsHophead

    HorseheadsHophead Poo-Bah (2,399) Sep 15, 2014 Colorado

    I literally don't understand what is happening here. Is this a beer for a video game? Do you buy a fictional beer for a video game character to drink? What makes it different from buying a regular Heineken for a computer character? I'm so confused.
    DCH, Squire, AlcahueteJ and 1 other person like this.
  28. jzeilinger

    jzeilinger Poo-Bah (9,331) Dec 4, 2004 Pennsylvania
    Society Trader

    Nothing at all to do with current politics and world events. Looks like a take on that infamous picture of Putin on a horse.

    HorseheadsHophead likes this.
  29. JackHorzempa

    JackHorzempa Poo-Bah (5,429) Dec 15, 2005 Pennsylvania

    Yup, except that James Watt's horse is much prettier!

    jzeilinger likes this.
  30. Haunzzy

    Haunzzy Initiate (6) Oct 12, 2021

    there is a link in the original post that takes you to a actual real beer. the whole thing was a promotion for a real beer
    AlcahueteJ and HorseheadsHophead like this.
  31. AzfromOz

    AzfromOz Initiate (161) Aug 22, 2020 Australia

    Well done - that was very clever!

    jbakajust1 likes this.
  32. EmperorBatman

    EmperorBatman Initiate (164) Mar 16, 2018 Tennessee

    Great, now even the (fake) beer in the (fake) world is terrible. Even less interested in Meta than earlier…

    Now, to enjoy a crisp German lager in the forest, to smell the cool pine and ponder how wonderful this real world is, and how I’d never have it any other way.
  33. Raime

    Raime Meyvn (1,310) Jun 4, 2012 Korea (North)

    Hopefully Skynet isn't an angry drunk
  34. IPAExpert69

    IPAExpert69 Aspirant (234) Aug 2, 2017 Pennsylvania

    If only Putin chose to invade the metaverse instead
    unlikelyspiderperson likes this.
  35. Tennessee51

    Tennessee51 Initiate (68) Aug 23, 2016 Tennessee

    Ice beer is my fav. and so is Heineken but then I saw the ABV....anything less than 5% is a turn off for me! ( pref. 5.5-9%)
    Squire likes this.
  36. Squire

    Squire Poo-Bah (2,735) Jul 16, 2015 Mississippi
    Society Trader

    My virtual taste buds are flat so I'll stick with the real thing.
  37. Todd

    Todd Founder (6,632) Aug 23, 1996 California
    Staff Moderator Fest Crew Society Trader

    AlcahueteJ and Rug like this.
  38. Blueribbon666

    Blueribbon666 Zealot (521) Jul 4, 2008 Ohio

    The 21st century snake oil sales PEOPLE (:rolling_eyes:)
    Squire likes this.
  39. Blueribbon666

    Blueribbon666 Zealot (521) Jul 4, 2008 Ohio

    I'm waiting for that underground movement of REAL LIFE as opposed to going to a show and standing behind a sea of myopic souls VIEWING their lives at a concert through the fish eye and then upload their terrible shaky concert clips to YouTube. :rolling_eyes:
    EmperorBatman likes this.
  40. dcotom

    dcotom Poo-Bah (2,880) Aug 4, 2014 Iowa
    Society Trader

    Squire and Todd like this.