The audience welcomed and enjoyed for the first time live the extra fresh Heineken® Silver, in an exciting
party
at the Athens Conservatory
Athens, 12 April 2022: Heineken® Silver is the world’s first virtual beer, launched by Heineken® in Betaverse, with the aim to humorously “cauterize” the products that, while being sold there, are best enjoyed in real life.
On Thursday 7 April, in parallel events held simultaneously across Europe , Heineken® Silver came out of the Metaverse and into the real world, proving that nothing beats the refreshing taste of a beer when enjoyed in real life.
In an original and interactive party that combined elements from the physical and digital worlds, impressive live performances, glamorous guests and many surprises, the public welcomed the new Heineken® Silver on Thursday night in Athens. At the heart of this spectacular event was the transfer of elements of the virtual Heineken® House, which the public had first experienced through the Decentraland platform, and the extra refreshing Heineken® Silver, which they enjoyed for the first time in reality.
The line up of the Heineken® Silver IRL Event included DJs Korilla and Nick Jojo, while the Natasha Kay musically “dressed” the event with an impressive live act and captivated the audience in collaboration with graffiti artist Devil’s Claw, who painted live on the singer’s clothing during her act.
Apart from the spectacular act, the big party of the Heineken® Silver hosted unique experiences by VR glasses, with which visitors had the opportunity to handwrite their message in a digital environment, while at the same time, they had the opportunity to create their digital “clone” and dance with it, utilizing an innovative technology that captured the form of each visitor in 3D.
The Metabar and theDJ Booth of the virtual Heineken® House that the audience experienced at Metaverse, “landed” at the Heineken® SilverIRL Event, giving visitors the feeling that they were in the same space they had virtually visited a few weeks ago on the Decentraland platform.
Bram Westenbrink, Global Heineken® Brand Director of HEINEKEN®, said: “We launched Heineken® Silver first on Metaverse, with an edgy approach and a good dose of humour to emphasise that the best way to enjoy it is in the real world. Today, we moved between the virtual and real worlds with ‘phygital’ events across Europe, celebrating the new addition to the Heineken® and combining the best of both worlds: interactive experiences like the ones we found in the metaverse, but with the accompaniment of a beer you can actually enjoy.”
The public can already enjoy real Heineken® Silver across Europe from 7 April. With an extra refreshing taste and a pleasantly smooth aftertaste, Heineken® Silver has a lighter drinking profile and is produced in such a way that it satisfies even the most demanding and modern taste preferences. It is brewed just like the original Heineken®, ensuring the same high quality and natural ingredients, while retaining the characteristic golden yellow colour of Heineken®.
