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Budweiser is once again tapping Dwyane Wade to promote its zero-alcohol beer through a new set of physical and digital collectibles in AB InBev’s latest experiment with branded nonfungible tokens (NFTs).
The former Miami Heat star’s likeness appears on virtual tokens as well as specially designed cans and other physical merchandise as part of the limited-run collection. The NFTs will also grant their buyers certain tiers of rewards, ranging from a virtual Wade jersey in a metaverse platform to an autographed beer can to an in-person experience with Wade.
Budweiser and Bud Light have been at the forefront of testing out branded NFTs, most notably with a prominent plug for one of their collections in a Super Bowl ad this year. Budweiser previously rolled out two other major NFT collections, one celebrating vintage packaging and another promoting emerging musicians.
As NFT sales have dipped in recent months, however, brands have begun to refocus on how these digital assets can provide loyalty and rewards beyond the cryptocurrency value they represent. These efforts often include virtual and physical tie-ins similar to Budweiser’s tiered offerings, like metaverse items and events and real-life experiences.
Profits from the new collection will go toward creating a grant program for minority-owned businesses in underserved areas across the United States, the company said. Budweiser marketing vp Daniel Blake said in a statement the NFTs offer fans “the opportunity to own a unique piece of Budweiser history while supporting a meaningful cause.”
AB InBev first launched Budweiser Zero in 2020 with Wade signed on as a co-creator of the new brand. The alcohol-free beer category has since grown to represent around 2.5% of overall national beer TV advertising, as brands increasingly push such alternative products on an American public who say they buy fewer alcoholic beverages than they did before the pandemic.
“This collection combines three of my passions—doing social good, bringing non-alcoholic offerings to more people and helping to create unique fan experiences in the metaverse,” Wade said in a statement.
