Pernod Ricard enters the metaverse

Pernod Ricard had entered the metaverse through its brand Absolut vodka. The company partnered with Decentraland and gives users the opportunity to win lots of prizes and discount codes.

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The second largest spirits and wine producer in the world, Pernod Ricard, has entered the metaverse through its brand Absolut Vodka. The company partnered with Decentraland with the goal to recreate Coachella and to give players the opportunity to become virtual bartenders. 

The experience combines art, music, fashion and, not surprisingly, cocktails to bring people together – both in reality and in the digital world. During Coachella, which takes place between April 15 and April 24 in California, Absolut will have a physical tent that completely matches the one users in Absolut.Land would enjoy. Additionally, Absolut is planning to release NFT wearables as well as to give users the privilege to be the first listeners to the new album of Swedish House Mafia.

Screenshot, Absolut.Land

Before entering Absolut.Land, users must confirm that they are at least 21 years old and to create their own characters on Decentraland. To enjoy the virtual experience to the fullest as well as to be eligible for special giveaways, players need to optionally set up Metamask on their browsers.

Users who find ten of Absolute.Land’s hidden collectibles would unlock prizes and discount codes. Also, the player who finds the hidden token could, together with a friend, win the opportunity to head to Coachella IRL.


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