Jose Cuervo Celebrates National Tequila Day With New Distillery in the Metaverse

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Sunday is National Tequila Day and Jose Cuervo is celebrating by opening a tequila distillery in the metaverse.

Sunday is National Tequila Day and Jose Cuervo is celebrating by opening a tequila distillery in the metaverse.

The Cuervo metadistillery will officially open in Decentraland on Sunday.

The metadistillery aims to bring the physical world distillery experience into the metaverse, honoring the experience of visiting the La Rojeña distillery in Tequila, Mexico – the oldest operating distillery in Latin America.

“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, told Brand Innovators when the metaverse activation was first announced in April. 

Virtual visitors will be given branded wearables for their avatar including a Cuervo Agave Hat. Those that bring at least six friends will be given a MetaMarg Pack which comes in the shape of a Cuervo margarita with a lime wheel and an attachable navy jacket.

As part of the launch, Cuervo is teaming up with digital artist Peter Tarka to create 10 pieces of limited-edition art that will be randomly airdropped to visitors who claim the Cuervo wearables. Winners will be selected at random and airdropped the NFT in the coming weeks. 

In the metadistellery, users can claim a virtual bottle of Cuervo Tradicional Cristalino and be invited to visit the Cuervo Discovery Garden full of agave plants. Visitors can also attend pool party and wander through a maze, before hitting the bar.

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