Jose Cuervo plans to open a tequila distillery in the metaverse, the metaverse’s first metadistillery, which will open on Decentraland in Summer 2022.
“Jose Cuervo is a brand that has a legacy of 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, SVP of Marketing at Proximo.
With more brands across industries jumping into the metaverse, we know that our consumers are looking to engage with new technology and have exciting, unforgettable experiences – both online and IRL. That’s why this is the time for Cuervo to take on a new frontier that will combine experiences across Web 3 audiences and in the real world through our offerings in the first-ever distillery in the metaverse.
The distillery will come with one-of-a-kind virtual experiences including education about the brand’s signature product and limited-edition products and entertainment. Cuervo is working with agency partners Ache and Tangible to bring the experience to life. Additionally, the beverage brand is working with food & beverage experience designers Bompas & Parr to build the consumer experience and M2 Studio will build the space in Decentraland.
The effort aims to reach consumers 21 and over. “We know that, according to research from The Harris Poll, seven in 10 Gen Zs and Millennials are interested in interacting with the metaverse, and we’re excited to deepen connections with young spirits drinkers by bringing the Jose Cuervo metadistillery to Decentraland this summer,” said Otegui.
“Cuervo is a brand that’s known for bringing people together. We see the metadistillery as an extension of this ethos,” said Otegui. “By bringing the Cuervo brand to the metaverse, we can give fans a unique, multi-sensory experience in a limitless world that also has the ability to generate genuine connections between tequila lovers in an exciting, emerging space. We want the metadistillery to be a place where Cuervo fans can meet others with similar interests, where strangers can become friends and where a singular virtual place can act as a hub for new experiences.”
