Ojo de Dios launches NFT members club
Mezcal brand Ojo de Dios has debuted an NFT programme, The Odd Squad, to offer 360° experiences for mezcal lovers.
The inaugural ‘pioneering’ NFT-powered member’s community has been built for mezcal enthusiasts, agave fans, cocktail lovers, bartenders and Mexican art collectors.
The platform will harness the community that was originally founded on Facebook groups, ECRM (electronic customer relationship management) and Instagram, offering multiple touch points to provide participants with ownership opportunities, access to exclusive content, interactive ‘gamified’ experiences and more.
The brand has worked with a New York-based artist to create ‘Oddball’ imagery and assets for the website, and manage relationships with Mexican artists that will be championed in the space. The artists will create artwork and NFTs, and royalties will be awarded to them to support Mexican talent.
Ojo de Dios will be ‘opening the books’ and inducting new Odd Squad members in the second half of 2022. Prices will be confirmed closer to the NFT’s ‘mint’, and will be housed on the Ethereum blockchain.
Member benefits will include free Odd Squad profile pictures, exclusive invites to events with VIP access, access to limited edition bottles of Ojo de Dios mezcal and exclusive merchandise, as well as the opportunity to be part of the ‘first Metaverse community for mezcal lovers’.
The Odd Squad platform was announced at a summer party hosted at the Mandrake Hotel in London in July, alongside the debut of the brand’s latest release, Ojo de Dios Hibiscus Mezcal.
The release is the third expression in the portfolio which includes the Tequila and Mezcal Masters 2022 Master medal winner Ojo de Dios Joven, and the Gold medal-awarded Ojo de Dios Café, the ‘world’s first’ coffee mezcal.
Ojo de Dios Hibiscus blends the signature Joven with Oaxacan grown hibiscus flowers to create a mellow, berry forward spirit with a touch of spice to finish. The liquid been inspired by the Mexican tradition of serving hibiscus tea ‘agua de jamaica’ to guests.
Ojo de Dios co-founder Barry Halstead said: “The mezcal category is filled with incredible variations of agave styles, but has very little innovation and flavour that allows it to appeal to the softer, lighter, day drinking pallet, or compliment twists on classic cocktails such as the Spritz, Paloma or Negroni.
“The hibiscus flower is one of the national flowers of Mexico and has incredible colour and flavour that pays tribute to both Mexican heritage and tradition as well as the overall category of mezcal.”
Ojo de Dios Hibiscus is bottled at 35% ABV and will be available to purchase in the UK from September, priced at £45 (US$55).