The company is looking to launch NFT collectibles as well as a marketplace that can be connected to a cryptocurrency wallet.

Jack Daniel’s whiskey filed a patent application with the United States Patent and Trademark Office (USPTO) to register its iconic drink in the metaverse, as well as virtual products in the form of non-fungible tokens (NFT).

In the metaverse it is possible to interact with others with an immersive experience thanks to virtual reality headsets, people can get their own avatar.

USPTO licensed trademark attorney Mike Kondoudis explained via Twitter:

“Virtual whiskey? #JackDaniels has filed a new trademark application claiming plans to sell: NFT Authenticated Media, Virtual Drinks, Barware & Clothing, Digital Wallets & Collectibles. #NFT #NFTs #Metaverse #Web3 #Crypto #JackLivesHere.”

Jack Daniel’s Application Details

On this occasion, Jack Daniel’s filed patent application 97589130 on September 13, with which it intends to launch downloadable virtual products, and even contemplates creating computer software for a virtual store.

In addition, the iconic whiskey brand is looking to launch a digital wallet for cryptocurrencies, tokens, Jack Daniel’s-related crypto art, and even computer programs to authenticate marketplace transactions.

Other Beverage Brands on the Move

Alcohol brands have dabbled in Web 3.0, via NFTs and metaverses, for months. In July, the luxury platform BlockBar announced the launch of the “world’s rarest” Japanese whiskey called “Karuizawa” through an NFT auction and provided the opportunity to “win” a limited edition bottle, designed by Japanese designer Souun Takeda.

“BlockBar x Karuizawa first NFT. BlockBar is bringing Japanese whiskey to the NFT market, auctioning off one of the rarest whiskeys in the world: Karuizawa ‘The Last Masterpiece 1970’. The Karuizawa ‘The Last Masterpiece 1970’ will be an auction with a starting bid of $75,000 USD, which has already is it availabe! To make an offer, users must have the funds in their wallet connected to BlockBar or be pre-approved by cable,” as explained by BlockBar on Twitter and other social networks in July.

Another brand that experimented with Web 3.0 was Johnnie Walker, who in May announced that he would take his parties to the virtual world of a nightclub, whose space displayed the atmosphere, music, and light show of La Feria, one of the music most important electronic clubs in Latin America.

“Johnnie Walker is a pioneering brand in which creativity, innovation, and disruption are at its core. This desire for innovation, combined with the advancement of new technologies, today leads us to explore new universes and discover new forms of socialization in virtuality to develop experiences that allow us to constantly renew ourselves and surprise our consumers,” comments Mariana Barros, Head of Whiskeys at Diageo.

In conclusion, no company today can avoid facing a crossroads like the one experienced at the end of the last century. One option is to think that things will continue to be the same as today and that the Internet we know has reached its full potential. Another option is to accept the imminence; that is, to assume that, in fact, we are already immersed in a process of evolution towards a new one, in which the confluence of the physical and digital worlds will demand new specializations, new models, new approaches, in an environment increasingly disruptive and unpredictable competitive. To change or not to change, that is the dilemma.

By Audy Castaneda


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