Heineken, a brewing company, has opened a three-story bar in Vila Madalena, São Paulo, Brazil. The bar is themed after the popular game, Valorant, specifically the Icebox map, and is called the Heineken 0.0 Icebox Bar. It was launched to celebrate the debut of the VCT Americas league.
The first floor of the Heineken 0.0 Icebox Bar features various Icebox-themed elements, Radianite crates, and giant screens where fans can watch the matches. The second floor is a gaming area with ten computers and streaming booths. The rooftop bar has D.J.s for visitors to enjoy.
The Heineken 0.0 Icebox Bar was opened last week after Riot Games announced Heineken 0.0 as the official beer partner of Valorant map Icebox in VCT Americas’ streams. The brewing company will be present during map selection, gameplay, and other parts of the broadcast.
Igor de Castro, senior marketing manager for Heineken 0.0 in Brazil, said the bar will be open from March 31 to April 23 on Fridays, Saturdays, and Sundays. However, registration will be limited to 250 people per day.
According to de Castro, “A lot of people still think that virtual games cannot be used to socialize. We want to break that stereotype and show that it’s quite the opposite. Friendships do start in games, and our Heineken 0.0 Icebox Bar is a special invitation from Heineken 0.0 so that meetings between people, which are already happening during matches, can also happen in a physical space.”
The VCT Americas league is scheduled to begin on April 1 and will run until May 28. It will feature ten teams from across the Americas, including three Brazilian squads: LOUD, MIBR, and FURIA.
Heineken’s partnership with Riot Games for VCT Americas is an expansion of the brewing company’s deal with CBLOL, Brazil’s top League of Legends competition. De Castro revealed that Heineken is considering taking the Icebox Bar to other cities in Brazil.
In conclusion, Heineken has launched the Heineken 0.0 Icebox Bar in Vila Madalena, São Paulo, to celebrate the debut of the VCT Americas league. The bar features Icebox-themed elements on the ground floor, a gaming area on the second floor, and a rooftop bar. The VCT Americas league will feature ten teams from across the Americas and run from April 1 to May 28.