Communications of the ACM
Belly Up to a Virtual Bar
In April, Absolut Vodka hosted a two-week online party tied to the popular California music festival, Coachella.
Credit: Absolut Vodka
Various brands have established virtual bars in the metaverse where avatars can gather (although actual drinking is out of the question).
Patrons like Maryana Ryumshin, who attends Wisher Vodka's online establishment, say they go there to socialize.
Some companies are linking their virtual drinks to real-world alcohol; Wisher, for example, sells non-fungible tokens of cocktails, and sends customers who buy them a case of its vodka.
The virtual bars also host events, with Absolut Vodka fronting a two-week online party tied to the Coachella music festival with an online bar, dance floor, and music.
In April, Heineken claimed to have created the world's first virtual beer, along with a digital brewery where avatars can sample the drink and tour the facility where it is manufactured.
From The Wall Street Journal
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