Bacardi is offering consumers a virtual tour of its Angel’s Envy American whiskey brand’s recently-completed ‘brand home’.
The company, which acquired Angel’s Envy parent Louisville Distilling Co in 2015, is opening the online doors to the brand’s ‘meta distillery’ in Decentraland next week. The “gamified and educational distillery production tour and Bourbon-making experience” will run on the platform from 14 June for six days.
As well as virtual attendance, Bacardi has also opened the distillery, in Louisville, Kentucky, to the public. Guest capacity has been doubled to 64,000 per year as a result of an US$8.2m investment in Angel’s Envy’s brand home.
The metaverse presence, which marks the first distillery in Decentraland, also features non-fungible token (NFT) giveaways.
The Angel’s Envy portfolio, comprising a Kentucky straight Bourbon finished in Port wine barrels and a rye Whiskey finished in Caribbean rum casks, is available across the US as well as in “several” markets worldwide.
