Dwayne ‘The Rock’ Johnson Launches Virtual Experience Complete With Tequila, Ugly Sweaters and French Bulldogs

(Photo: Teremana Tequila)

Dwayne “The Rock” Johnson has just unveiled the Mana Holiday House, the latest in a long line of outlandish, metaverse-esque alcohol experiences to take hold of the Internet over the past year.

So what might we find inside, you ask?

(Photo: Mana Holiday House)

Designed as a promo for Johnson’s Teremana Tequila, the virtual house features an explorable layout complete with memes, French bulldogs, scorpions and literally thousands of tequila bottles. Amidst the clutter, you’ll find a cocktail generator, merch, charity donation links and a corny joke book (we were treated to: Why did Billy get fired from the banana factory? He kept throwing away the bent ones).

The house — which is accompanied by two in-person pop-ups in Los Angeles and New York — is designed to liven the holidays with “good spirit of the emotional and liquid varieties” according to Johnson.

“I invite everyone to visit the Mana Holiday House to celebrate, enjoy a lot, laugh a lot and get inspired about ways to create memorable holiday moments with their loved ones.”

Of course, Johnson isn’t alone. Branded virtual experiences have exploded across the tequila industry since the advent of the much-discussed metaverse.

Pop-ups like the Patron Summer Metaverse Quest and Jose Cuervo Metadisillery offered users the chance to play games in exchange for virtual merch and cocktail NFTs. Elsewhere, Tequila San Matias recently planted “the first agave field in the metaverse,” an endless 2D landscape in which users can harvest agave NFTs backed by the Ethereum blockchain.

(Photo: Tequila San Matias)

A few weeks back, Casamigos-owner Diageo announced the creation of a “Digital Concepts” lab to explore AI and VR opportunities for its massive spirits roster including Don Julio, Smirnoff, Johnnie Walker and Captain Morgan.

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