Proximo Spirits fully embraced the metaverse this summer by opening a virtual reality distillery for its Jose Cuervo tequila brand.
The “metadistillery” launched July 24 on the Decentraland digital platform to coincide with National Tequila Day. As metaverse avatars, users completed a gamified version of the tequila-making process and concluded their adventure with a virtual cocktail while mingling with other avatars. Those who completed the experience during the opening received digital wearables for their avatar.
To fully explore what this digital space can offer, we spoke with Lander Otegui, senior vice president of marketing at Proximo Spirits, importer and distributor of Jose Cuervo.
P2PI: Why did Jose Cuervo decide to enter the metaverse?
Otegui:We are always looking for new ways to meet our consumers where they are, and we know that Millennials and Gen Z have a genuine interest and curiosity in the metaverse. We also see great value in bringing tequila to this emerging tech frontier.
Jose Cuervo was the first tequila brand to be granted a license to distill more than 260 years ago. We’ve been pioneering within the industry ever since. … It’s only natural for us to be the first tequila brand to open a distillery in the metaverse and set a precedent for how this experience can come to life for others in the category.
Cuervo aims to help our fans create genuine connections. We recognized how Decentraland offers its visitors many ways to connect that they don’t often do in real life. That’s why we created the metadistillery — to bring strangers together. From the distillery space itself to shared activities and experiences, followed by prizes and tokens that reward people for making friends, we see this as a chance to show the world that Cuervo can fast-forward friendship both online and off.
P2PI: What are the objectives of this multi-step virtual experience?
Otegui:Our primary objective is to demonstrate to visitors how tequila can be emulated in a virtual environment. Cuervo has been a brand unafraid to venture into new territories when it comes to innovating the liquid, so it’s only natural for us to explore how we can bring tequila to life in this new frontier. We want to show tequila lovers that there are numerous ways they can learn about and interact with the spirit, and the Cuervo metadistillery helps translate that experience into a platform with endless opportunities.
We also know that at large, Cuervo fans and tequila lovers are energized by enriching experiences that allow them to meet new friends and build lasting memories with existing connections. That’s why we’re encouraging strangers to form new bonds, whether it’s by experiencing many of the touchpoints within the virtual experience or just enjoying some quality time at the Familia Bar. Cuervo has always been a brand with a strong focus on fostering connections, and the metadistillery is another avenue to explore that passion point.
P2PI: How did you decide on the sequence and visual representation of each step?
Otegui: As we started conceptualizing the Cuervo metadistillery, it was important that we translate the distillery experience one would have at La Rojena — the oldest operating distillery in Latin America where Cuervo is produced — and elevate it with the boundless limitations that only the metaverse can provide.
That ethos is felt throughout the entire experience and is meant to mirror the distillation process from start to finish. From the beginning touchpoint, where visitors can harvest their very own agave pinas for distilling, to the barrel maze that evokes the aging process via American white oak barrels, visitors will find that each interactive moment evokes the tequila distillation process. We’ll continue to explore new ways to recreate the steps throughout the metadistillery and are excited to receive user feedback to make the entire experience true to Cuervo’s heritage and tequila-making process.
P2PI: How does the metadistillery lead age- 21-and-over shoppers to purchase Jose Cuervo products in the real world?
Otegui:At this stage, we’re offering a $5 discount code for new Drizly users following the completion of the metadistillery experience that visitors can use to purchase Cuervo expressions in real life. We’re exploring new ways to connect the metadistillery to physical Cuervo offerings and are excited at the possibilities — with more to come in the future.
P2PI: Whom did you collaborate with for this project?
Otegui:It started with the Jose Cuervo brand team, along with Mekanism, our creative agency of record. Consulting agency Ache served as creative co-lead, while Tangible headed up the metaverse experience.
Bompas & Parr, food and beverage experience designers, were responsible for the aesthetic and consumer experience in the distillery. Innovation firm Rojkind Arquitectos handled the architectural design while M2 Studio covered architecture optimization for the metaverse environment. Finally, Vegas City was responsible for programming.
