Culture

Jose Cuervo Tradicional Brings the First-Ever Distillery to the Metaverse

The “metadistillery” will open in Decentraland this summer and bring curated virtual experiences and NFTs to tequila fans

Photo: Business Wire

TEQUILA, Mexico–(BUSINESS WIRE)–Jose Cuervo, the world’s #1 tequila brand, announced that it will open the first distillery in the metaverse. As the first tequila producer and founder of the still-operational oldest distillery in Latin America, Cuervo will open the very first “metadistillery” in the 3D virtual world Decentraland this summer.

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Consumer intrigue around the metaverse is growing each day. According to research from The Harris Poll1, seven in 10 Gen Zs and millennials are interested in interacting with the metaverse. Recently, brands across industries, from retail and fashion to food and beverage, have launched activations in the metaverse to tap into this growing curiosity. That’s why Cuervo is opening the first “metadistillery” in Decentraland: to be the first spirits brand that brings fans 21+ together for unforgettable virtual experiences, tequila education, as well as limited edition products and entertainment, as a permanent fixture in the metaverse for tequila lovers to visit for generations to come.

“Cuervo is no stranger to 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, Senior Vice President of Marketing at Proximo Spirits. “Cuervo first came to the U.S over 70 years ago and helped establish America’s favorite cocktail, the margarita. It’s time for Cuervo to take on a new frontier and bring tequila to new audiences by opening the first-ever distillery in the metaverse.”

Cuervo is collaborating with a group of digital experience experts and designers to bring the metadistillery to the virtual world, including agency partners Ache and Tangible. Renowned food & beverage experience designers Bompas & Parr will create the aesthetic and consumer experience in the distillery, while M2 Studio will build the virtual space in Decentraland, and program the user experience.

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

For more information, follow Cuervo on social media at @josecuervo on Facebook and Twitter and @josecuervotequila on Instagram. You can visit www.cuervo.com for updates on the launch.

1 Wall Street hopes young people will drive a metaverse boom — but only 38% of Gen Zs think it’s the next big thing. The Harris Poll. (2021, December). Retrieved 2022.

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