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The virtual launch

A brewer has created a virtual beer to highlight the extremes businesses will go to to grab a slice of the next big thing – the metaverse.

Heineken set up a virtual launch to promote the “product” – an experience described by one attendee as surreal.

The metaverse does not yet exist but many believe people will one day spend their time in inter-connected virtual worlds, accessed via a VR headset.

The firm said it was “an ironic joke… that pokes fun at us and other brands”.

The mock launch – to which real journalists were invited – took place in a virtual brewery in Decentraland – a virtual world owned by its users.

And the beer was described as being brewed with “binary-coded hops grown by NPC (non-player character) farmers”.

The firm’s global head of brand, Bram Westenbrink, said: “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.”

Source: BBC Technology News

Date: March 31st, 2022



  1. Selling “virtual beer” makes no sense in a VR-based online world, but people are able to sell virtual real estate in VR-based online worlds. Why is this?
  2. Why should, or should not, your university have a presence in the Metaverse?

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