NFTs are the new, cool Craft Beer collectibles

I will not lie: there was a time when showing off the bottle with a hard-to-obtain craft beer was the ultimate display of my zeal. But as my space over the cupboard shrank and those bottles became dusty (and, frankly, easier to find), I contented myself with posting pictures at beer parties or just enjoying the difficult beer with friends without documentation. But as technology evolves, there are new and unique ways to interact with – and showcase – your passions. Enter the non-fungible token (NFT).

An NFT is a piece of data that is stored and authenticated in a blockchain that can be sold or traded. It is often an image, video or audio file and can have an added value. Because NFTs are uniquely identifiable, they differ from cryptocurrencies, which are fungible, or which can be replaced by another identical item (think about replacing one dollar bill with another); The market value of an NFT is related to the digital file it refers to.

NFTs have been around for about a decade; they were first introduced as “Colored Coins” to represent real values ​​on Bitcoin. But the first known NFT – a short video clip – was released in May 2014; Since then, NFTs have increased in popularity and have accumulated more traction as collectibles and tradable items – especially in the last two years. In 2020, the total turnover of NFTs was $ 82 million; in 2021, trade increased to more than $ 17 billion.

Now, three craft beer companies in the Denver area – Resolute Brewing Company, Denver Beer Company and Great Divide Brewing Company – have teamed up for a timely entry into the NFT game, offering a unique NFT linked to a real benefit. The NFT launch includes a total of 18 NFTs available for purchase, with six offered by each participating brewery. Each NFT is unique and features a retro, video game-inspired work of art that also serves as a ticket to an all-inclusive bus tour of the three breweries on July 30.

This is not new territory for Denver Beer Co .: In June 2021, the company released an NFT entitled “Beer For Life”, which gives the holder four free beers each day in one of their bottling rooms indefinitely. However, this is the first time several Colorado breweries have collaborated on an NFT offering.

“The idea of ​​NFTs has obviously taken off … maybe with a little too much hype in recent months,” said Clifton Oertli, owner of Resolute Brewing Company. “But it was really cool to start seeing some real applications of what NFTs can be and not just a JPEG sitting on a computer. It made us think about how we could use it in our business.”

Oertli said that he has always been in love with new uses; creating NFT seemed like a great way to get people into the NFT area. But the driving force came from contacts at Arryved, the sales point used by the breweries, who brought the idea to the table. The project flourished from there.

“We all came together and thought about how we could create an NFT which in the traditional sense is a kind of kick-ass piece of digital art that would be attractive to people who are more immersed in the NFT world, but who also attract people who might is more suited to the world of craft silver, “says Matt Sandy, marketing manager at Great Divide Brewing Company. and people who were super-knowledgeable about craft beers and bringing them together with an element that appeals to both groups. “

The real benefits for NFT take place July 30: The brewery tour starts at 11 a.m. at Denver Beer Co.’s Canworks location. A party bus for all ticket holders (the NFT purchase includes two tickets: one for the NFT holder and one for a guest) will provide transportation to the Great Divides Ballpark location and Resolute Brewing in Centennial. During the tour, NFT owners and their guests will receive beer, lunch, transportation and an exclusive networking opportunity at each brewery.

“Obviously, our core business is not to sell NFTs,” said Charlie Berger, co-founder of Denver Beer Co. “Our most important core business is to get people to come for good experiences in our banks and sell six-packs and 12-packs at the local retailers. This NFT thing fits because it’s fun, because it’s different … It’s a fun way to give our customers something interesting. ”

The limited edition NFTs are available for $ 250; Each brewery has six unique NFTs on sale. Visit gethamlet.com/#section-marketplace to learn more.