Jose Cuervo Meta-Distillery

Decentraland’s first distillery experience for Jose Cuervo tequila

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Bompas & Parr were part of a collaborative team of digital designers, architects and brand experts, who together brought to life Decentraland’s first distillery experience for Jose Cuervo. Leading the experience and conceptual design for the project, the Bompas & Parr studio developed an interactive, abstracted version of the La Rojeña distillery in Mexico - in Decentraland, almost anything is possible, enabling the team to play with the laws of physics in order to create the experience.

Working with branding agency, Mekanism, who defined the brand strategy of ‘There Are No Strangers’, the challenge was to generate an experience in the metaverse that enabled collective moments, whilst showcasing Jose Cuervo’s delicious spirits.

For the experience, we challenged Denizens (the name for your virtual Decentraland character) to make their way up to La Familia bar, and on their way, undertake different tequila-based tasks, which in turn educate on the process of making Jose Cuervo. From a game of volleyball with piñas in a pool, to collecting droplets of golden tequila in a barrel maze, to heading through a beautiful crystal filter, the experience culminates with a treasure hunt to find the ingredients needed to make a margarita at the final bar, all before sliding down a giant agave leaf to exit.

The experience saw almost 2,000 unique visitors in the first 48 hours, spending an average of 16.5 minutes in the virtual space.

Head to Play.Decentraland to visit the experience.


Created in collaboration with Rojkind Architects, M2 Studios, Mekanism, Vegas City and Ache. Nft by Peter Tarka.