Chicago’s own Goose Island Beer Co is one of the latest craft breweries to come up with an innovative incentive to market to consumers. Their newest Bourbon County offering was released last week to celebrate the 30th anniversary of Goose Island’s iconic Bourbon County Stout. The brewery will put more than 2,000 Barrel House Collection NFTs (non-fungible token) on sale valued at more than $1 million.

Although not many breweries have dabbled with this latest incentive, this Chicago-based brewery won’t be the last. In a world of non-fungible tokens, Goose Island’s parent company, Anheuser-Busch, has been one of the early leaders in adapting to this latest invention. The company purchased Goose Island in 2011 and has sold NFTs for brands including Stella Artois and Budweiser, and for its launch of zero-carb Bud Light Next during Super Bowl weekend.

NFTs are unique digital assets that are collected online, stored in digital wallets with the potential to be resold. While the long-term worth of NFTs remains in question, and their prices have already fluctuated wildly, breweries have often paired NFTs with tangible benefits that add real-world.

Goose Island’s Barrel House NFTs come with perks ranging from Bourbon County beer to special event access and autographed Bourbon County tap handles. They initially cost $499 each, plus tax, though Goose Island dropped the price days later to $399 plus tax due to a downturn in the cryptocurrency market.

“We wouldn’t be celebrating 30 years of Bourbon County Stout if our brewers hadn’t tried something different,and we strive to bring something new and exciting each BCS season,” said Goose Island President Todd Ahsmann.

So long as NFTs are rare in beer, it offers a unique marketing opportunity.

“All boats in the craft beer world have risen with the tide, but if the tide isn’t rising as much, then to grow we’re going have to do marketing a little differently,” Berger said. “Everyone is going to have to get a little creative.”

“There’s still a lot of room to explore,” he said. “It’s just fun marketing and another way to engage our customers into having fun with our brand.”

Goose Island’s venture into NFTs is ambitious, and reflects the approach of its parent company. Goose Island will release 2,022 NFTs that feature “designs inspired by the brewing process of the coveted Bourbon County Stout beers,” the brewery said. Images include spinning, hovering whiskey barrels in oscillating frames and a bottle of Bourbon County surrounded by its ingredients.

Anheuser-Busch partnered with Gary Vaynerchuk, an entrepreneur and internet personality who launched an NFT venture last year. In November, Budweiser sold 1,936 tokens — 1,900 of which were priced at $499 and 36 that sold for $999 — in under an hour, Beer Business Daily reported. A follow-up collection of 11,000 tokens, for which Budweiser partnered with 22 musicians, also sold out. Bud Light Next NFTs went on sale Feb. 6 for $399 each and sold out in an hour, which generated about $4.5 million in revenue, Beer Business Daily reported.

Goose Island is offering NFTs from its iconic line of Bourbon County beers, becoming an early adopter of the burgeoning digital trend in beer. Tangible benefits include: a barrel stave used to age Bourbon County, a limited-edition snifter and a Bourbon County tap handle autographed by Goose Island’s longtime brewmaster, Greg Hall, who created Bourbon County Stout.