Heineken would like to drink its metaverse beer as well.
Heineken’s new “beer” is nothing more than a publicity stunt, and even the company itself knows it. The product, which is actually a malt beverage that doesn’t contain any alcohol, is being marketed as a virtual reality-inspired drink that will allow users to experience the “metaverse.” However, many industry experts are already dismissing the product as nothing more than a gimmick.
One analyst went so far as to say that Heineken’s new VR beer is “a dumb publicity stunt,” and that it will likely do nothing to help the company’s bottom line. Another said that the product is simply riding on the coattails of current VR trends and won’t be around for very long.
Despite the criticism, Heineken says it is committed to its new VR beer and plans to continue marketing it aggressively.
Heineken 0.0 is a new non-alcoholic beer from the Dutch brewing company. Heineken has been around for over 140 years, and this new product is an attempt to tap into the growing non-alcoholic market.
The beer contains no alcohol, but it does have a slightly bitter taste that is reminiscent of regular Heineken. The company is marketing the product as a “healthy” alternative to alcohol, and they claim that it can help you stay in shape and “live better.”
Despite Heineken’s claims, experts say that there is no real health benefit to drinking non-alcoholic beer instead of regular beer. In fact, some experts even argue that non-alcoholic beers can be more harmful than regular beers because they are often loaded with sugar and other unhealthy ingredients.
This brewer is the latest to join the metaverse bandwagon. Heineken Silver, the “virtual beer”, was released on Thursday by the company. Heineken quickly clarifies that you can’t drink this new thing.
The company explained that “our virtual beer is only made from the freshest pixels”. “The result? A rare and inaccessible premium Lager with a tech-metal finish that is unbeatable.
You can’t really do much at the new digital brewery of Heineken, located in Decentraland. This was also revealed Thursday. Other than to wander around and listen to a boring executive talk. But you can, with the help of Heineken’s marketing department, snap and then share some screenshots with (wink wink, nudge nudge) the “cool and relevant hashtag: #awesomeheinekenmarketingstunt”
Metaverse diehards should not miss Heineken’s self-effacingness. Bram Westenbrink is the global head for the Heineken brand.
In a Heineken press statement, Westenbrink said that “Our new virtual beer Heineken Silver is an ironic joke.” It is self-aware and pokes fun at us as well as many other brands who are jumping into the metaverse selling products that can be enjoyed best in the real world.
Perhaps unlike real beer, virtual Heineken Silver can lead to better judgment — at least when we consider how serious we should take buzzword-heavy Next Big Things such as the metaverse.