Known for its root beer and old-style German aesthetic, Sprecher Brewing Co. may not seem the type of company to dip an early toe into blockchain-based technology.

But with a new CEO intent on growing the brand, a contingent of digital-native Sprecher fanatics and the push from a University of Wisconsin-Milwaukee disruptive technologies faculty member, the company envisions a world where Sprecher enthusiasts can engage with the brand in the metaverse.

Sprecher is exploring the possibility of leveraging non-fungible tokens (NFTs) — digital assets secured on the blockchain that can be sold and traded — as a marketing tool. The company has already test-minted its first NFT, a digital version of its logo, through a partnership with UWM.

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