Jose Cuervo, one of the world’s oldest and best-selling tequila brands, has announced that it will be opening a distillery in the metaverse this summer. The virtual distillery will be open for users above the age of 21. It will give them an opportunity to have new experiences and exclusive insight into the process of creation of the brand’s product that was introduced 226 years ago in 1795.

The ‘meta-distillery’ will open in Decentraland, a metaverse platform that has been in the news for the world’s first virtual fashion week – MVFW. The tequila manufacturing company aims to bring forth a different way of approaching the brand and its products, including exclusive experiences, information about the drink, and a series of events for the members of Gen  Z in the Decentraland metaverse.

Consumer inquisitiveness around the metaverse has been growing gradually. The Harris Poll, an American market research and analytics company, conducted research recently and found that 55% of Gen Z and  66% of Millennials are familiar with the concept of metaverse compared to other generations. As a result, brands across industries, from retail and fashion to food and beverage, can be seen launching different projects for the metaverse to optimize from the growing inquisitiveness.

Cuervo has collaborated with Ache and Tangible agencies that will contribute as digital design experts. In addition, M2 Studios will build the virtual space in Decentraland and program the user experience. Not to forget, Bompas & Parr, renowned food and beverage experience designers, will create the aesthetic and consumer experience in the meta-distillery.



Lander Otegui, Senior Vice President of Marketing at Proximo Spirits (the distributor of José Cuervo in the United States), said in a press release, “Cuervo is no stranger to taking tequila to places it has never gone before: we were awarded the first license to distill in Tequila, Jalisco, where the Cuervo family created the national drink more than 260 years ago and still produces it today in the oldest distillery in Latin America. Cuervo first came to the United States more than 70 years ago and helped establish America’s favorite cocktail, the margarita. It’s about time Cuervo took on a new frontier and brought tequila to new audiences by opening the first distillery in the metaverse.”

In addition, Harry Parr, Co-Founder, Bompas & Parr, said, “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. 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.”

Earlier this month, another famous alcohol brand, Heineken, had jumped into the metaverse bandwagon and launched a virtual beer as part of a new advertising scheme. Attendees were invited to create their avatar before entering Heineken’s virtual brewery and enjoy the virtual beer called Heineken Silver. This experience was also available exclusively through the Decentraland metaverse platform.