Right at the height of the Metaverse fever, hundreds of brand experiences of all kinds were springing up every moment, but these were too simple or too branded, without exploiting and taking advantage of the potential offered by this new virtual universe to really generate an experience that connected more deeply between brand and consumer.

The Cuervo family created tequila over 260 years ago. The brand has been relevant for more than 2 centuries, we want to continue being so for new audiences mainly GenZ +21. Cuervo always takes tequila to new grounds.

The objective was to generate a digital and social experience to achieve relevant engagement through a +8 minutes dwell time. Achieving great impact through PR with media amplification.

Inspired by the story of José Cuervo and the tequila production process, we built the first distillery in the Metaverse: a Metadistillery.

Turning every part of the tequila-making process into a social game, where visitors were able to make friends while harvesting agaves, learn about mixology, generate NFTs based on agave material designs or have fun at a tequila pool party. Giving them real reasons to visit, stay and return.

A meeting point in the Metaverse where you enter as a stranger and leave feeling part of a tequila lovers community.

According to research from The Harris Poll, 7 in 10 GenZs and millennials are interested in interacting with the Metaverse.

Gen Z+21 are true digital natives integrating a sense of belonging to being online. The Metaverse enables this generation to access connectivity in a deeper way. The combination of interactive elements in the Metaverse has the potential to make a great digital community that is different from any other.

That’s why Cuervo opened the first distillery in the Metaverse: to be the spirit brand that brings 21+ together for the first time for an unforgettable virtual experience through tequila education and the creation of limited edition products as a new open door for Jose Cuervo to connect with young audiences in a way that matters to them.

An experience designed to build a social playground integrating the Jose Cuervo tequila process into a fun and innovative way to learn about tequila with virtual experiences, engaging users through different activities and challenges to know more about the process. The experience consists of a garden of agaves that requires nurturing to help the agaves grow before harvesting them, and a pool party with piña volleyballs that needed to be popped for the fermentation bubbles to be used in the process. Users also weaved their way through a maze of barrels, collecting tequila droplets without getting stuck in a whirlpool, evoking the process of barrel aging. To later lead them to the grand finale: The Familia Bar, where they were able to turn strangers into friends over a virtual tequila cocktail.

Also, our visitors could express their individuality through items they created and value such as NFTs, avatars, and collectible wearables (hats, shirts, skins, outfits) inspired by tequila.

Crafted after the vibes of the real Jose Cuervo's Distillery, we took advantage of the Metaverse freedom, where engineering challenges aren't an issue. Enabling us to play with the laws of physics ​to create a platform designed to socialize by playing and learning.

The facade was inspired by the form of the agaves, while the interior is formed of floating platforms, making an iconic virtual space of 12,000 square meters, the first interactive tequila experience in the Metaverse.

On July 24th, 2022 as part of National Tequila Day in the U.S., Jose Cuervo opened the first distillery in the Metaverse, located in Decentraland's Vegas City district.

Launching this virtual experience, at the moment when all the reflectors were directed to knowing what was happening in the Metaverse, was a huge driver to achieve impact, visitors, and coverage in media around the world.

8,627 unique visitors from around the world, in the first weekend of the launch, which is +50% more daily visitors than the Metaverse average.

The most important thing was an average of 16.5 minutes spent in the Metadistillery, exceeding the stated goal of +7 minutes. Demonstrating that the experience engaged our audience.

45 million unpaid digital impressions through 108 notes and articles worldwide, mainly in the U.S. and Mexico but also reaching media in Europe and China.

The first action with global reflectors for the company and the campaign that has generated the highest earned media for the brand above any other campaign.