Jose Cuervo brings first ever tequila distillery to the metaverse — Retail Technology Innovation Hub

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.