[NEWS] Suntory to release beer with NFTs using Avalanche

Suntory will be selling a beer that allows users to acquire NFTs. These NFTs will be issued on the Avalanche (AVAX) blockchain. Avalanche announced this on the 20th.

According to the announcement, NFTs can be acquired by purchasing a 715ml bottle of "The Premium Malt's Master's Dream Yamazaki Genshu Barrel Aged 2024". The bottle is equipped with an NFC (near-field communication tag) that is used for electronic money, and when the tape covering the cap is torn, the NFC detects it. At that time, an NFT can be acquired as proof of consumption.

This initiative was announced at "Thailand Blockchain Week" by Hirata Roy, Head of Japan at Ava Labs, the developer of Avalanche. This time, the project will finally be launched.

Suntory is showing its commitment to creating new Web 3.0 experiences using NFTs. It has launched GoodMeasure as an in-house venture subsidiary and is working on the "SAKAZUKI NFT" project. SAKAZUKI NFT places emphasis on "experiences that money cannot provide" and is trying to create a new business model by creating a fan community.

Also, there are already several initiatives that combine food and drink with NFTs. A representative example in Japan is the "NFT Chips Campaign" in the "Calbee Bee Program" that Hakuhodo worked on with Calbee and others. This campaign attracted attention as a gift campaign for purchase-growth type NFTs, where NFTs grow in conjunction with actual purchases.

In August of this year, DEA (Digital Entertainment Asset Pte. Ltd.), a Singapore-based company that operates the GameFi platform, began working on the overseas expansion of "Sake World NFT," an NFT marketplace for sake operated by Leaf Publications.

It is expected that there will be more initiatives combining NFTs with food and drink in the future.

Reference: Announcement
Image: Quote from the announcement

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