One common thing in our ever adapting world is alcohol. Jose Cuervo, the top hit tequila is taking a step in the metaverse. The long time Latin American tequila brand is opening its first ‘metadistillery” this coming summer. The where? In Decentraland! 

“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.”

Through its virtual experiences and NFT’s this is presenting another platform for customers to interact and enjoy their alcohol. For those 21 and over of course, Jose Cuervo is partnering with high level advisors, Ache and Tangible, in the digital experience front as well with Bompas and Parr for the distillery customer service interaction. 

“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.”