Jose Cuervo brings first ever tequila distillery to the metaverse
Earlier this year, Jose Cuervo announced it was working on the first tequila distillery in the metaverse.
This National Tequila Day (24th July), it will officially open its doors to the experience in Decentraland.
According to a press release, the metadistillery “reimagines the IRL distillery experience in a way only the metaverse can create, all while paying homage to the experience one may have at Jose Cuervo’s La Rojeña distillery in Tequila, Mexico - Latin America’s oldest operational distillery.”
“Visitors will create their very own virtual cocktail – all while learning more about tequila and making new friends fast in the process.”
Those who complete the experience will be gifted a digital wearable for their avatar.
And, in commemoration of the opening, Jose Cuervo has partnered with digital artist Peter Tarka to create ten pieces of limited edition art that will be randomly airdropped to visitors who claim the aforementioned wearables.
The experience is as follows:
Entering the metadistillery: Visitors will receive the "Cuervo Challenge," which will guide them through the metadistillery, starting by claiming a bottle of Cuervo Tradicional Cristalino.
Cuervo Discovery Garden: Guests will be whisked away to a virtual garden of agave plants, where they’ll nurture the plants, watering to help them grow before harvesting the fully grown piñas to create their own metaverse cocktail.
Piña Pool Party: Once the Blue Weber agave has been harvested, visitors will play a game of Piña Volleyball with their friends to pop fermentation bubbles necessary in creating the flavour and essence of tequila.
Barrel Maze: Fans will then have to weave their way through a maze of barrels, collecting droplets of tequila without getting stuck in a tequila whirlpool – evoking the process of barrel ageing via American White Oak.
Crystal Filter Portal: Guests will then journey through the Crystal Filter Portal where they will transform their tequila into Cuervo Tradicional Cristalino - leading them to the grand finale of the metadistillery.
The Familia Bar: Finally, fans will find themselves at the La Familia bar, where they can “turn strangers into fast friends over a virtual tequila cocktail – all created thanks to the hard work accomplished in the previous stages”.
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