Jonnie Walker jumps into the Metaverse with a rare $35,000 NFT

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By Matthew Griffin Virtual World 28th June 2022

WHY THIS MATTERS IN BRIEF

Web 3.0 and other technologies give companies the opportunity to monetise things in new ways and create new virtual revenue streams.

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As companies try to figure out the best ways to monetise the metaverse they’ve come up with all sorts of new digital products, from NFT morphing art and virtual sneaker gear, all the way through to pixel flavoured Coca Cola and NFT houses and mortgages.

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So, with all this going on it’s easy to see why Diageo have felt somewhat left out of the party which is likely why NFT whisky marketplace BlockBar and Diageo owned scotch whisky distillery Johnnie Walker have recently unveiled a new Whisky-NFT package which includes a rare bottle of whisky from its Masters of Flavour series, digital artwork, and an “exclusive experience” available to be redeemed within two years of the BlockBar release.

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The experience is a three day trip to Edinburgh, Scotland, where the NFT owner will stay at the Gleneagles Townhouse and tour the Glenkinchie Distillery, take a guided tour of the Brand Archive, receive tastings of rare Johnnie Walker whiskies and diner at some of the city’s finest restaurants. And the digital artwork is a unique piece of art by graphic designed BossLogic who rose to fame because of his work with Marvel.

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Overall there are just seven exclusive packages available, each featuring a different design. The Masters of Flavour series, for example, is made up of rare whiskies aged at least 48 years from four closed distilleries: Port Dundas, Brora, Glen Albyn and Glenury Royal with the price for the package on BlockBar starting at at 17.32 ETH, or about $35,000.

While this might be Diageo’s first foray into the world of Web 3.0 and NFT’s many distilleries have experimented with selling their spirits in NFT form, or accompanied by NFTs, including Hennessy, Dalmore, Glenfiddich, Macallan, Kinsale, Patrón, Ardbeg and Monkey Shoulder. Maker’s Mark even became the official bourbon partner of an NFT collection and created a custom bottle label for it.

Matthew Griffin / About Author

Matthew Griffin, multi-award winning Futurist and named Futurist of the Year 2024, has been described as a "Walking encyclopaedia of the future" by NASA and a futurist polymath. One of the world's most renowned futurists and strategic foresight experts Matthew is the 15 times author of the blockbuster "Codex of the Future" series, and is the Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm working across the next 50 years, XPotential University, the world's first free futures and foresight university, and the World Futures Forum which works with the United Nations to solve the worlds greatest challenges. Matthew is an in demand international keynote, acclaimed university lecturer and mentor, and host of the hit Fanatical Futurist podcast.

A rare talent in his past Matthew helped build and run several multi-billion dollar business units for Atos, Dell-EMC, and IBM, and his ability to identify, track, and explain the impacts of hundreds of emerging technologies and trends on global business, culture, and society has earned him a powerful reputation and a roster of clients that include royal households, world leaders, G7, G20, and G77+ governments, and many of the world's most respected brands including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi Group, Coca Cola, Dentons, Deloitte, Disney, Dow, EY, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, T-Mobile, UBS, VISA, and many others. He was also the only futurist invited to talk at the UN COP28 held in Dubai alongside world leaders.

Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.