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Nejat Erguven takes on key role in retail technology at Heineken — Retail Technology Innovation Hub

Nejat Erguven is starting a new role as Director, Digital & Technology – UK at The Heineken Company.

He comes from BAT, where he served as sector head of digital, technology and business.

His resume also includes a stint at Avon as Global CIO, Digital Modernization.

Virtual beers

Earlier this year, Heineken launched its first virtual beer, Heineken Silver, available exclusively at its brewery within the Decentraland platform.

Bram Westenbrink, Global Brand Manager of Heineken, said: “We believe that connecting with people is vital to human existence, like the air we breathe or the water we drink, and we know that metaverse brings people together in a light and immersive environment. It’s really exciting, but it’s just not the best place to taste a new beer.

He added: “Our new virtual beer is an ironic joke. It’s a conscious idea that pokes fun at us and many other brands jumping into the metaverse with products that are better enjoyed in the real world.

“Right now you can’t taste pixels and bytes. So we want to make a joke about it and remind everyone that nothing beats the taste of a refreshing beer, including our new virtual Heineken Silver, in the real world.”

The company partnered with Spanish street artist J. Demsky to help design parts of Heineken Silver’s virtual home.

He said: “As a long-time Heineken lover, I was thrilled to be involved in this fun and unique launch that brings the brand, and the virtual Heineken Silver, to life in a truly unique.”

“Being able to give people a way to artistically understand what a virtual drink might look like, especially when you combine all the pixels and technology together, fits perfectly with who I am and the art I love to create – so I hope people like my rendition of what virtual Heineken Silver could be if it had a flavor.”