Jose Cuervo, the world’s #1 tequila brand, announced that it will open the first distillery in the metaverse. As the first tequila producer and founder of the still-operational oldest distillery in Latin America, Cuervo will open the very first “metadistillery” in the 3D virtual world Decentraland this summer.
Seven in 10 Gen Zs and millennials are interested in interacting with the metaverse, according to Harris Poll. “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 VP-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.”