The food and beverage (F&B) sector in India is taking tentative steps to join the metaverse. Touted as the future of social media, entry into the metaverse is not limited to issuing trademarks. Instead, the big picture involves bridging the virtual and physical worlds, delivering an immersive experience to users.

The latest to join the metaverse bandwagon is Allied Blenders and Distillers (ABD) Ltd., an Indian company from alcobev. Announced the launch of its new ICONiQ White whisky, at ABD MetaBar, the organization’s presence in the metaverse.

“The ABD MetaBar is an immersive virtual reality (VR) lounge in the Metaverse that houses digital avatars of ABD’s major brands. With its futuristic design, the ABD…