Heineken Silver, a “virtual” beer, is now available for real-life events.
In a series of exclusive launch events across Europe, Heineken Silver has now broken out of the metaverse and into the real world showing that nothing beats the extra refreshing taste of a beer.
Playing on the blend between the physical and digital worlds, Heineken Silver events across Europe have included elements taken from Heineken’s launch in Decentraland and brought into the real world to be enjoyed by consumers. With these IRL (in-real-life) events taking place in cities including Amsterdam, London, Milan and Madrid, consumers were able to experience some of the most bizarre creations from the metaverse before being able to enjoy their first extra-fresh taste of Heineken Silver – for real.
Making the event even more exciting was the addition of For Real Tokens (FRTs), collectible art pieces created in partnership with prominent visual artist from Spain, J. Demsky. The FRTs are Heineken’s sarcastic play on the
NFT culture, blending the physical and digital worlds to gift people with a limited-edition artwork, to remind them that some moments are best experienced in the real world.
“We launched Heineken Silver in the metaverse first as an ironic take on a product launch to highlight that we believe the best way to experience Heineken is in the real world,” says Bram Westenbrink, global Heineken brand director, Heineken. “Today we are really playing with this virtual to real world, with ‘phygital’ events across Europe, celebrating the new addition to the Heineken family by delivering the best of both worlds; engaging entertainment like in the metaverse but with ‘in person’ experiences and a beer you can actually drink!”
Consumers can now get their hands on the real Heineken Silver throughout Europe.