The Miller Lite Beer Company has just opened a virtual bar in Decentraland. The Meta Lite Bar looks like a traditional bar, but with a few twists.
In addition to popular bar games and decor, such as a pool table and a jukebox, the Meta Lite bar enables patrons to enjoy a virtual beer and perform on an open mic stage. Moreover, in addition to serving as a marketing tactic, the Meta Lite Bar bypasses the Superbowl’s advertising block.
This is because Miller Lite’s competitor – Anheuser Busch – is the NFL’s beer sponsor. Therefore, the former is unable to run traditional ads during the Superbowl. Through the Meta Lite Bar, patrons can watch Miller Lite’s Super Bowl advertising video. What’s more – the company will give 10 lucky Meta Lite Bar patrons 500 dollars in the run-up to the Superbowl.
The beer company’s projects in the metaverse
Sofia Colucci, global vice president of the Miller family of brands, commented on the virtual bar’s launch: “While many brands are showing up in the metaverse right now, Miller Lite is doing things differently by keeping one foot in the virtual world and another in the real world.”
She continued, “We’re using our Meta Lite Bar to encourage real-life hangouts over real-life beer by giving guests a chance to score their stock of game-day Miller Lite on us. Now, you and your avatar can enjoy Miller Time with friends.”
Miller Lite is not the first beer company to launch metaverse projects. In October 2021, Trace Network Labs teamed up with Vietnamese craft beer maker 7 Bridges Brewing Company to release the world’s first craft beer NFT.