Queensland hard seltzer brand, Hard FIZZ, is going in search of buried treasure in the alcohol market by dropping anchor on a new pirate NFT (non fungible token) project.

The company is collaborating with Sydney based NFT powerhouse, Salty Pirate Crew, and marketing agency No Standing, to eventually release a new pirate themed flavour to “hook” into the NFT craze.

It’s also looking to print a select number of Salty Pirate Crew characters on their cans.

Hard FIZZ CEO Wade Tiller says it’s about setting sail into the so called “metaverse” before a flotilla of other alcohol brands beat them to it.

“Hard seltzer itself is a bit of a trend in the beverage industry so it’s in our DNA to jump on ideas and concepts before they go mainstream,” Tiller explains.

“The Salty Pirate Crew NFT project allows us to go hard at a market we genuinely think would enjoy Hard FIZZ – and it’s a bit of fun along the way.

“To be really clear, Hard FIZZ isn’t doing an NFT – at least not yet anyway.

“What we’re doing is partnering with a community that already numbers in excess of 5000, and that’s exciting.

“For us, as a brand, it’s about dipping our toes into the NFT water and bringing some exclusive, tangible elements to Salty Pirate Crew members – and the new flavour will be part of that.”

On February 22, Hard FIZZ will put a selection of three potential flavours to the Salty Pirate Crew and the one that gets the most votes will ultimately be made.

The three flavours are Salty Pirate Rum Punch, Fire Chili Margarita and Banana Colada.

Tiller expects the winning flavour will be put into production within three months.

“I’m liking the sound of Salty Pirate Rum Punch but it’s really up to the Salty Pirate Crew,” he laughs.

Salty Pirate Crew founder, Barrett Ovens, is equally pumped to be partnering with Hard FIZZ in what’s thought to be the world’s first collaboration between an NFT project and an alcohol brand.

“Salty Pirate Crew is really excited to be working with Hard FIZZ,” he says.

“We love their brand, marketing and ability to see trends and implement ideas as fast as they do – they’re a real game changer.

“This makes our collaboration with Hard FIZZ a world first in Web 3 and an exciting space to be in.”

The Salty Pirate Crew dropped its first collection of 3000 NFTs in early February, selling out in just two hours.

Some of the initial supporters are NRL stars Latrell Mitchell and Cody Walker and electronic music project, What So Not.

Hard FIZZ owner and TV chef, Hayden Quinn, has also invested.

There’s been exponential growth in the non tangible collectables market since the start of COVID 19, with studies showing as many as one in four adults are already interested in investing in an NFT.

“Hard FIZZ is built on the digital platform that is social media so as far as I’m concerned, the NFT world is a natural extension of that,” Tiller says.

“The physical billboard on the side of the road is a slowly dying relic of what’s now an outdated marketing strategy – social media changed that and it would seem NFTs are changing it again, especially in the beverage business.”