If you are looking for unique digital copies of Budweiser beer cans, you will need to pay. On November 30, the Anheuser-Busch InBev brand launched its first non-fungible token (NFT) sale, The Heritage Collection, featuring 1,936 unique Budweiser digital beer can designs. These distinct and generative artistic NFTs feature iconic cans throughout the brewery’s rich history.
It took less than an hour for the Heritage Collection for sale and 20% of the purchases have already been reversed for a profit. You can always hang copies on OpenSea, the world’s largest NFT marketplace, but the cheapest resales are over $ 2,200 and rare cans are over $ 20,000.
NFTs, or “non-fungible tokens,” allow users to buy and sell unique digital items tracked through the blockchain. Budweiser has adopted Web3 protocols (a decentralized platform that relies on blockchain technology) to provide a unique signature to legitimize NFT purchases. NFTs can encompass any digital object – clothing, animated GIFs or, as in this case, exclusive photos. This is the culmination of Budweiser’s efforts to go full digital from the end of August.
“The Budweiser Heritage Collection is designed to celebrate the brand’s iconic history while moving Budweiser into the metaverse, ”said Spencer Gordon, vice president of digital at Anheuser-Busch and Draftline, the brand’s in-house creative agency, in a statement . “The launch of this NFT collection is another example of our innovative, consumer-driven approach to further strengthen our iconic brands. “
On August 25, Budweiser purchased the domain “beer.eth” to establish its NFT platform for 30 Ethereum, or approximately $ 95,000. During the November sales, the @budweiserUSA The Twitter account exchanged memes with crypto-influencers and discussed versions with a new Discord community, and made a commitment to its NFT holders that each “will act as an entry key for the Budverse, unlocking perks. exclusive, rewards and surprises “.
36 of the non-fungible beer cans feature golden versions of classic American brewing’s most iconic heirloom cans. Each Gold NFT offers all of the basic NFT benefits in addition to “hyper-exclusive, gold-only access levels – your VIP ticket to the best experiences at Budverse and beyond.”
Budweiser is the next in a growing line of large companies embarking on this potentially massive technology paradigm shift early on with Web3. These include Nike, which launched Nikeland on Roblox and this month acquired the leading brand of NFT and RTFKT digital collectibles. To keep up with the competition, Adidas has launched trendy cooperative efforts with Pixel Vault’s Punks Comic and Bored Ape Yacht Club. Chipotle markets products in the Metaverse, and Facebook rebrands itself as Meta.
This is a very different reaction from that of the early 2000s, when large companies lost a lot of ground to upstarts in their first hesitant forays into the electronic world. If traditional brands like Budweiser are to survive and thrive in this new market, they seem to realize that they need to be at the forefront of the next wave of innovative internet.
Read more: Nike Dives Further into the Metaverse with Virtual Shoe Company