# Phygital Beer Activations Heineken Silver Entered the Real World with Phytigal Events By Laura McQuarrie | Published 2022-04-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/heineken-silver-beer References: [prnewswire](https://www.prnewswire.co.uk/news-releases/heineken-r-silver-breaks-out-of-the-metaverse-877176528.html)  Heineken recently debuted the world's very first virtual beer as a way to poke fun at brands releasing products in the metaverse and now, Heineken Silver is entering the real world through a series of events. To emphasize the fact that "nothing beats the extra refreshing taste of a beer – for real," Heineken is bringing experiences to people in Amsterdam, London, Milan and Madrid. Consumers got to experience the real Heineken Silver throughout Europe and this very real beer offers a lighter drinking profile that's tailored to modern taste preferences. Continuing to riff of of the metaverse, web3 andd non-fungible tokens, the beer brand also launched For Real Tokens (FRTs) in the form of collectible art pieces created in partnership with Spain, J. Demsk, a visual artist from Spain. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 91% | Activity: 95% | Freshness: 11% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Phygital Beer Activations:** The convergence of physical and digital experiences in the beer industry presents opportunities for immersive marketing and product innovation. - **Real-world Metaverse Marketing:** Brands can leverage the metaverse trend by creating tangible, real-life experiences that tap into the digital world and engage consumers in new ways. - **Lighter Beer Offerings:** Developing beers with a lighter, more refreshing taste profile that caters to modern taste preferences can create new market opportunities for beer companies. ### Sectors Adopting This - **Alcoholic Beverages:** Alcohol companies can experiment with phygital activations and lighter beer offerings to stand out in a crowded and competitive market. - **Art and Collectibles:** Partnerships with artists and the creation of collectible pieces like For Real Tokens can provide a new revenue stream for beer brands and tap into the growing interest in digital art and NFTs. - **Event Planning:** Companies specializing in event planning and production can explore the potential of combining physical and digital experiences to create immersive and memorable experiences for clients and consumers. ## Related on Trend Hunter - [Exclusive Virtual Beers](https://www.trendhunter.com/trends/heineken-silver.md) - [Beer Anti-Fakeness Ads](https://www.trendhunter.com/trends/antifakeness-ad.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md) - [Sporty Metaverse Bars](https://www.trendhunter.com/trends/miller-lite-super-bowl-lvi.md) - [Heritage Beer NFTs](https://www.trendhunter.com/trends/beer-nfts.md) - [Minimizing Phone Usage Initiatives](https://www.trendhunter.com/trends/heinekens-latest-campaign.md) - [Social Mobile Phone Plans](https://www.trendhunter.com/trends/heimobile.md) - [Virtual Pub Museums](https://www.trendhunter.com/trends/heineken-pub-museums.md) - [Limited Minimal Branded Beers](https://www.trendhunter.com/trends/nothing-beer.md)