Beers and blockchain will be front and center during this year’s Super Bowl. Anheuser-Busch InBev—the official alcohol sponsor of the NFL—is celebrating the launch of Bud Light’s new zero-carb beer, Next, with a foray into the metaverse.
As part of its first NFT collection, Bud Light will sell 12,7222 unique tokens that give purchasers ways to experience all things Next, including the ability to vote on future brand merchandise designs, access to brand and partner events, rewards and other “surprises.”
Each NFT combines a two-part background with an icon that represents beer, culture, gaming, music and entertainment, according to the brewing giant. There are two types of rarities: “N3xt” and “Diamond,” which will be revealed after mint.
Bud Light tokens go on sale for $399 each starting February 6. Anyone 21 and over can buy them directly through Bud Light’s microsite with the cryptocurrency ETH, Bitcoin or with a credit card. Bud Light says there will be a $10,000 cap per person per day for all purchases.
AB InBev has been the NFL’s official alcohol sponsor since 2010, forcing Miller Lite to sit and watch from the sidelines. The metaverse, however, has provided a loophole. This year, Miller Lite will crash the Super Bowl party with a virtual “Meta Lite Bar” patrons can experience via Decentraland. A classic-style tavern—where people can play darts and billiards, snap selfies in a photo booth and play tunes from a vintage jukebox—is also the only place fans can see Miller Lite’s Super Bowl ad that will run adjacent to the event.
As part of a giveaway Miller Lite is hosting inside its blockchain bar, an average of 10 patrons daily will win $500 in real cash to go toward their Super Bowl celebration. The giveaway will run from February 7 at 8 a.m. ET until February 13.
AB InBev will remain NFL’s official alcohol sponsor for an additional five years starting in March 2022. Under a new agreement, it’ll no longer have total alcohol exclusivity but will retain rights to beer and hard seltzers.