One of the most exciting things about the metaverse is the ability to take local events to a global scale. Until now, news of a distillery expanding its Brand Home in Kentucky would be big news … in Kentucky. But, with the power of immersive virtual experiences, fans of high-end whiskey around the world can get in on the action.
Angel’s Envy, the Bacardi Limited-owned super-premium bourbon brand, has announced a massive upgrade and expansion to its Brand Home. Whiskey fans in Kentucky will be able to explore 13,000 additional square feet of facility to explore on site tours. And the distillery will have capacity to entertain an additional 64,000 visitors per year, as well. But, of course, that’s not all. Thanks to the power of the metaverse, Angel’s Envy is sharing that experience with the world in a limited metaverse activation, designed and developed by TerraZero.
From June 14-20, the Angel’s Envy Meta Distillery pop-up is open to the public in Decentraland. The experience gives bourbon and whiskey fans a unique opportunity to engage with the brand through “a gamified bourbon-making experience, interactive cocktail quest, Proof of Attendance Protocol (POAP) token, NFT wearable giveaways, and more.”
What Can Brands Learn from the ANGEL’s ENVY Meta Distillery?
The Angel’s Envy Meta Distillery marks the first foray of a Bacardi portfolio brand into the metaverse. Along with a virtual distillery tour, the activation includes a variety of engaging activities and virtual souvenirs for visitors. By completing a series of experiences, including a mash bill challenge, virtual cask personalization, and a scavenger hunt for cocktail ingredients, visitors can earn free wearable NFTs for their avatars.
This activation not only gives bourbon fans a peek into the world of a super-premium distillery, but it also caters to what people want to see in the metaverse. Commenting on the decision to gamify the experience, Adam de Cata, Head of Partnerships for Decentraland Foundation said, “As we have seen over the past several months, people want to engage in the metaverse with activities and goods that they can relate to from this reality. The Angel’s Envy Meta Distillery creates a new way for people to engage and celebrate in the metaverse.”
As more companies activate in the metaverse, the most successful brands will find new and interesting ways to engage with their audiences by taking advantage of the immersive nature of the metaverse. At TerraZero, we’re excited to build those activations and experiences. Want to learn more about how your brand can get started in the metaverse? Contact us today.