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.

About author

Matthew Griffin

Matthew Griffin, described as “The Adviser behind the Advisers” and a “Young Kurzweil,” is the founder and CEO of the World Futures Forum and the 311 Institute, a global Futures and Deep Futures consultancy working between the dates of 2020 to 2070, and is an award winning futurist, and author of “Codex of the Future” series. Regularly featured in the global media, including AP, BBC, Bloomberg, CNBC, Discovery, RT, Viacom, and WIRED, Matthew’s ability to identify, track, and explain the impacts of hundreds of revolutionary emerging technologies on global culture, industry and society, is unparalleled. Recognised for the past six years as one of the world’s foremost futurists, innovation and strategy experts Matthew is an international speaker who helps governments, investors, multi-nationals and regulators around the world envision, build and lead an inclusive, sustainable future. A rare talent Matthew’s recent work includes mentoring Lunar XPrize teams, re-envisioning global education and training with the G20, and helping the world’s largest organisations envision and ideate the future of their products and services, industries, and countries. Matthew's clients include three Prime Ministers and several governments, including the G7, Accenture, Aon, Bain & Co, BCG, Credit Suisse, Dell EMC, Dentons, Deloitte, E&Y, GEMS, Huawei, JPMorgan Chase, KPMG, Lego, McKinsey, PWC, Qualcomm, SAP, Samsung, Sopra Steria, T-Mobile, and many more.

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