Fungibility, metaverse, virtual. Words that have morphed in recent years and to me sound almost as bad as the overused, ‘unpack’.
So of course big beer has to enter this make believe land like Heineken has HERE. But what is a innovative way to create a community around your beers when literally, you want people from the community to visit and try your beers?
I am no Luddite wailing against social media nor do I inherently disagree with the idea of virtual currency or virtual art. But beer is meant to be enjoyed in the one real world that we know of.
That does not mean I will buy a token (or is it Tolkien?) in a restaurant or brewery start-up. That seems a step removed from not getting anything on a Kickstarter or Indie-Go-Go.
But there can be a fun way to get, say, a virtual brew day tour. Or get a VR canning day followed by a special 4-pack later. There are creative ways to use an NFT that also includes beer.