Ending Soon! Save 33% on All Access

The virtual distillery that José Cuervo will open in the metaverse As the metaverse populates, brands are looking for ways to make themselves present to get the attention of their potential consumers. José Cuervo already has his plan...

This article was translated from our Spanish edition.

monticello | Shutterstock

Little by little, the metaverse begins to resemble a mirror of the world we inhabit: works of art that are unrepeatable, digital land for sale in enviable locations, fashion shows in which big brands participate, and ... tequila?

José Cuervo has announced that he is already working on the creation of a virtual distillery in Decenterland and that it will be available for the summer of this year. With this, the tequila manufacturing company seeks to provide members of generation Z with a different way of approaching its products that will include exclusive experiences, information about the drink and a series of events only available in the metaverse. In a press release , Lander Otegui, Senior Vice President of Marketing for Proximo Spirits (the distributor of José Cuervo in the United States), commented: "Cuervo is no stranger to taking tequila to places it has never gone before: we were awarded the first license to distill in Tequila, Jalisco, where the Cuervo family created the national drink more than 260 years ago and still produces it today in the oldest distillery in Latin America. Cuervo first came to the United States more than 70 years ago and helped establish America's favorite cocktail, the margarita. It's about time Cuervo took on a new frontier and brought tequila to new audiences by opening the first distillery in the metaverse."

The meta-distillery is being designed by a team of digital experts from the Ache and Tangible agencies; the design of it will be carried out by M2 Studios and Bompas & Parr , the company focused on creating multisensory experiences, will be in charge of creating the user experience in the metaverse.


José Cuervo is not the first company to seek to start operations in virtuality. Last year Coca-Cola released a collection of NFTs that put users in a game where they tried to open four mystery boxes and win a cooler full of Coke bottles. The NFT's were auctioned at $575 thousand dollars. Bud Light followed a similar dynamic for the launch of Bud Light Next and its Super Bowl campaign: the launch of 12,722 non-fungible tokens exclusive to those 21+. The tokens came loaded with additional benefits for their owners, including access to exclusive brand events.

As the metaverse evolves, so does the way in which brands seek to participate in it and have contact with users who, little by little, begin to inhabit it.

Entrepreneur Staff

Entrepreneur Staff


For more than 30 years, Entrepreneur has set the course for success for millions of entrepreneurs and small business owners. We'll teach you the secrets of the winners and give you exactly what you need to lay the groundwork for success.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business Culture

How to Foster a Strong Culture With a Remote or International Workforce

A strong culture requires an intentional approach when teams aren't in the office.


How a $10,000 Investment in AI Transformed My Career and Business Strategy

A bold $10,000 investment in AI and machine learning education fundamentally transformed my career and business strategy. Here's how adaption in the ever-evolving realm of AI — with the right investment in education, personal growth and business innovation — can transform your business.

Growing a Business

I Exited My Company in Just 7 Years — Here's 3 Things You Need to Do to Have a Successful Exit

Discover the 3 crucial factors you need to know to ensure a successful exit.


How to Break Free From the Cycle of Overthinking and Master Your Mind

Discover the true cost of negative thought loops — and practical strategies for nipping rumination in the bud.

Social Media

How To Start a Youtube Channel: Step-by-Step Guide

YouTube can be a valuable way to grow your audience. If you're ready to create content, read more about starting a business YouTube Channel.


Want to Enhance Your Influence as a Startup Leader? Here's What You Need to Know.

Discover the foundational influence styles of "pushers" and "pullers," and learn practical tactics to refine your natural influencing approach. Enhance your performance in startup environments by adopting the most effective elements of both styles.