Tennessee’s renowned whiskey brand, Jack Daniel’s, is embracing the metaverse with its first virtual reality experience, “The Verse.”
The metaverse space is designed to celebrate the brand’s popular honey liqueur — Tennessee Honey — while simultaneously introducing the brand’s signature urban art and Hip Hop program, Art, Beats & Lyrics, to an innovative frontier.
The Verse virtual space finds its home in the Spatial metaverse platform and features an Afrofuturism-inspired experience that shines a spotlight on the creations of accomplished Black and diverse artists and innovators.
Inside The Verse, visitors will be able to explore and engage in an array of interactive attractions. These include an exhibition featuring urban artwork and iconic photo collections.
The Verse also hosted an exclusive virtual concert, headlined by the Brooklyn-based quintet Phony Ppl, and a virtual meet-and-greet with the band.
Jack Daniel’s metaverse space also bridges the virtual and physical worlds, as visitors will have access to a virtual bar where they can order Jack Honey and have it delivered directly to their doorstep.
While “The Verse” marks Jack Daniel’s first foray into virtual reality, the brand has already demonstrated a keen interest in the Web3 space.
The company filed a trademark application in September 2022, signaling its intention to venture into the metaverse and NFT market. In April, Jack Daniel’s partnered with Yahoo Creative Studios, launching a Pokemon-Go-style game that mixes augmented reality (AR) and digital collectibles.
