Corona beer enters metaverse commerce with golf-themed ‘clubhouse’

A leading beer brand is staking its claim in the metaverse with a new immersive virtual storefront and promotion.

Corona is partnering with metaverse platform Obsess to launch the Corona Premier Virtual Clubhouse. The golf-themed immersive virtual experience allows customers age 21 and older to navigate the interactive environment to order Corona beer products via the Instacart and Drizly online delivery platforms, as well as through other local retailers.

In addition, customers of legal drinking age can enter a sweepstakes for a chance to win a grand prize trip for four to the 2023 U.S. Open professional golf tournament in Los Angeles in June 2023, as well as instant win prizes consisting of golfing apparel and merchandise.

Other gamification elements include a matching game that offers a discount code for Corona apparel and accessories. Customers can also learn about Corona flavor profiles, suggested food pairings, and recipes.

The virtual experience is the first in a series that Corona will launch throughout the year, including summer and holiday activations.

“Corona is excited to partner with Obsess to create virtual, immersive brand experiences to interact with our consumers in an engaging new way,” said Alex Schultz, VP, brand marketing, Corona. “We’re teeing off with the Corona Premier Virtual Clubhouse to connect with fans off the green, but we’ll be updating the Corona world all year long with new content, experiences and more. We know consumers are spending more and more time online, so this platform provides another touchpoint to meet them where they are.”

“We’re thrilled to partner with Corona Premier to launch this virtual clubhouse experience that brings the excitement of golf to life online in new ways,” said Neha Singh, founder and CEO of Obsess.

Miller Lite brings bar promotion to the metaverse

Corona is not the first beer brand to create a direct-to-consumer metaverse experience. The Miller Lite beer brand of the Miller Brewing Company opened the “Meta Lite Bar,” what it called the first-ever brand-hosted virtual bar in the metaverse, on the Decentraland metaverse platform in advance of the 2022 Super Bowl.

Consumers age 21 and older could virtually enter the Meta Lite Bar, which offered immersive, communal experience with interactive features that included games and promotional giveaways, as well as wearable Miller Lite NFT merchandise and virtual pilsners.