Heineken Brewery en Decentraland_heineken Silver_01

Heineken mocks at an hypothetical 3D printing of their metaverse beer, while others are already able to offer clients digitally tele-ported meals

Still with the feet on its Russia exit, currently on course, Heineken showed again its green pure marketing thinking launching today the first beer with no beer into the metaverse.
It is called Heineken® Silver and will never make you get drunk. This first of its kind beer with no beer is brewed with 100% purified pixels, tripled-filtered through firewalls, and uploaded with 5 million megabits per second.

This is probably de real 0% alcohol and 0% calories Heineken, as well as the greenest ever, as it will not leave even one can after virtually consumed.
For the launch of the first ever digital beer into the metaverse the company has built the Heineken®’s virtual brewery in Decentraland. Some parts of the first ever brewery in the metaverse have been designed by the Spaniard graffiti artist J.Demsky.

Heineken Brewery en Decentraland_heineken Silver_02
Eva González’s avatar at Decentraland’s Heineken Brewery. The avatar is surrounded by digital cans of Heineken Silver.

Heineken organised a product launch event in Heineken®’s virtual brewery, where guests were able to learn about how the beer is made in seconds, while enjoying pixelated lobster and caviar and rubbing shoulders with Heineken® ambassadors, including Thierry Henry.

“At Heineken®, we believe that connecting with people is vital to human existence, like the air we breathe or the water we drink, and we know that the metaverse brings people together in a light-hearted and immersive way that is really exciting – but it’s just not the best place to taste a new beer. Our new virtual beer, Heineken® Silver is an ironic joke. It is a self-aware idea that pokes fun at us and many other brands that are jumping into the metaverse with products that are best enjoyed in the real world. For now, you can’t taste pixels and bytes. So, we want to make a joke about that and remind everyone that nothing beats the taste of a refreshing beer, including our new virtual Heineken® Silver, in the real world,” Bram Westenbrink, Global Head Heineken® Brand, said.

A sparkling advertising idea but not 100% new both in the metaverse and the real world. And what’s more, this is a marketing idea that shows an approach far from cutting edge taking into account the current state of the art on food 3D printing that now make it possible not only printing digitalized models providing 3D shape, different materials, textures and color, but also flavor and bites with the nutrirional features the best match the needs of the person who is eating them.

Not first ever beer related venue in Decentraland and not first ever beer branded virtual pints

This is not the first beer branded event in the metaverse. For example Miller Lite opened, in Decentraland as well, the Meta Lite Bar ahead of the Super Bowl 2022 final match.

Images of the Meta Lite Bar by Millers Lite in Decentraland.

There fans had the chance to enjoy an immersive, communal experience with interactive features, virtual pilsners, and a chance to have their real Sunday football celebration paid for by Miller Lite with the Virtual Cheers for Real Beers giveaway.

The Meta Lite Bar, a classical pub made of pixels, was the only place where one could enjoy the prevew of the first ever Miller Lite Super Bowl ad.

Mocking at ‘teleported-beer’, while Dentsu showed the taste of the first ever teleported-sushi at SXSW 2018

While Miller Lite gave the chance to turn for free virtual pints from the metaverse into real beer for the real world, Heineken elucubrated with the possibility to taste in the real world the first ever metaverse brewed beer through 3D printing.

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Sushi Singularity restaurant at Tokio. © Open Meals

Again a sparkling funny ad idea from the green thinking Heineken Group, but far from a cutting edge idea as Dentsu had already presented in SXSW 2018 its Sushi tele-portation experience framed into the Sushi Singularity project hand in hand with Open Meals.

Sushi Teleportation, a project that digitizes food and produces it remotely using a specialized 3D printer

Open Meals was started four years ago by a team that leads projects aimed at tele-porting food. Food teleportation involves digitizing the components that make up food, such as its shape, taste, and texture, tele-communicating the data once digitized and then reproducing the food for eating it by using a technology such as 3D printing.

With this technology that opens 3D printing not only to shape and color but also to printing flavour, it will be possible to communicate any food from anywhere in the world, to reproduce it in another spot be it in the earth or even in outer space.

But the project Sushi Singularity showcased at SXSW 2018 goes further, nutrirional needs of the client are detected to design for him/her the sushi bite that perfectly meest his/her corporal needs for nutririon.

Sushi Singularity Restaurnat Tokyo
Sushi Singularity restaurant at Tokio. © Open Meals

Ryosuke Sakaki, an Art Director at Dentsu’s Creative Planning Division 3 and also the founder of Open Meals was at the lead of the experience presented at SXSW 2018, where the teleported food included some tasteful sushi creations.

“Food teleportation was an idea presented in a competition within Dentsu about four years ago with the goal of finding solutions for all kinds of issues facing people today, not just those in the advertising industry”…”Obviously, printers and color reproduction methods are part of an Art director’s ordinary work, but by changing just one factor of that approach, I opened up a completely different world of possibilities.

From that point onward, I searched for people to do research on preparing food using flavor data and 3D printers, and found a growing number of collaborators. The commercial viability of the project was also very important. The food market is much larger than I had originally thought, and there is now a huge amount of investment in food technologies in the food industry.

Given the prospects for growth in the food-related technology industry, we moved ahead with the project at full steam. Then we continued to refine various aspects of the project to the point we have reached now,” Ryosuke Sakaki explained.
Taking what Sakaki says into account, why not tele-porting food and beverages from the metaverse to the real world?. Why not tele-porting Heineken Silver from the metaverse to the real world instead of moking at the chance to do it in a press release?.

The Food Ink gastronomic experience

This first of its kind exibition by Dentsu and Open meals at SXSW 2018 was surely a first for tele-ported food dishes but not the first 3D printed food dish experience in the world.
Even before 2016 3D printed food had already become a culinary proposal secure enough to become the main pillar of such a business concept as Food Ink.

Food Ink
Food Ink pop up Restaurant at London. © Food Ink

Born in 2016, Food Ink claims to be the world’s first 100% 3D printing restaurant. In the segment of high cuisine or at least of upscale casual dining, the pop up restaurant concept Food Ink aplies this digital tech to all the elements of the business (tableware, the furniture and the most important, the food creations).

The team behind Food Ink CEO, Antony Dobrzensky, include the Spaniard cooks Mateu Blanch (restaurant Caravista) and Joel Castanyé (restauant La Boscana) as culinary advisors and Arthur Mamou-Mani, who is the design advisor.

And Food Ink is not the only restaurant applying the 3D printing tech at the kitchen in a more or less extended measure today.

Image over the headline.- Eva González’s avatar at Decentraland’s Heineken Brewery. The avatar is surrounded by digital cans of Heineken Silver.

Related external links:

J. Demsky’s inspired virtual home Heineken Brewery for Heineken® Silver

Sushi Singularity exhibition at SXSW 2018

Link to Open Meals platform

Food Ink La Boscana

Related Eastwind Marketing links:

Sushi Singularity restaurant at Tokyo

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