Tequila distiller Jose Cuervo has announced that it’ll be entering the world of digital by opening its first virtual distillery in Decentraland.
Your virtual avatars should be free to enjoy a drink every now and then, right? Well, thanks to the first ever tequila distillery in the world, Jose Cuervo, now they’ll be able to. This summer metaverse users (aged over 21) will have the opportunity to explore the company’s virtual distillery and enjoy a number of new experiences, learning about the creation process by one of the oldest tequila creators in the world.
The virtual experience, which is being developed in collaboration with agency partners Ache and Tangible, will also include the addition of non-fungible tokens (NFTs). M2 Studio will create the virtual area, while the design studio Bompas & Parr will deliver the aesthetic appeal.
“Cuervo is no stranger to bringing tequila to places it’s never gone before—we were given the first license to distill in Tequila, Jalisco where the Cuervo family created the national spirit over 260 years ago, and still produces it today in Latin America’s oldest distillery,” said Lander Otegui, senior vice president of marketing at Proximo Spirits.
“Cuervo first came to the U.S over 70 years ago and helped establish America’s favorite cocktail, the margarita. It’s time for Cuervo to take on a new frontier and bring tequila to new audiences by opening the first-ever distillery in the metaverse.”
“As experts in creating experiences for distilleries, the opportunity to create a distillery in the boundary-less metaverse, without the constraints of real life is a first-of-its-kind for Bompas & Parr and the world,” said Harry Parr, co-founder, Bompas & Parr.
“Together with Cuervo, we’re bringing the poly-sensory experience of the real world into the limitless world of Decentraland, and we’re delighted to be working on this project together.”
Decentraland is a virtual world-building platform which lets users purchase pieces of virtual land through the use of cryptocurrency. This land is then registered to the user’s name as an NFT.
