Mackmyra Swedish Whisky has selected Thinfilm’s NFC mobile marketing solution to connect directly with customers, promote its Private Cask program, and expand social media presence.
Image: Thinfilm-SpeedTap. Photo: courtesy of Thinfilm.
Mackmyra produces single malt whisky and offers the ability to create own personalized whisky with a personal 30-litre cask product.
As a new customer of Thinfilm in the spirits category, the Swedish distillery plans to connect its physical products for better digital experiences.
The initial deployment, which is due to be launched this quarter, will see Mackmyra use Thinfilm NFC tags to build digital provenance information into its Private Cask offering. The move will enable consumers to create and bottle their own whisky.
Every individual bottle originating from the Private Cask will show the detailed information about the specific cask via a smartphone.
A second campaign will promote a customer-submitted drink recipe competition featuring the distillery’s Mack whisky and its Lab+Distillery gin.
Thinfilm said the uniquely identifiable NFC tags to be utilized in the Mackmyra campaigns fully integrate with its CNECT cloud platform.
The marketing team of Mackmyra will use a custom CNECT dashboard to see real-time customer engagement activity, analyze campaign performance, and find out actionable insights to drive business success.
Mackmyra founder and CEO Magnus Dandanell said: “As Sweden’s very first producer of single-malt whisky, the Mackmyra brand is deeply rooted in exploration and innovation.
“We’re now taking a similar approach with technology, using Thinfilm’s NFC solution to connect directly with our consumer base. It’s an ideal match that allows us to strengthen and extend the relationships we have with our loyal customers while moving our business forward.”
After the initial deployments, the Swedish distillery and Thinfilm plan to allow further physical and digital experiences on signature products during the first half of next year.
The companies plan to integrate NFC with other digital technologies to bring customers behind the scenes of the distilling process.
Mackmyra’s whisky is created with Swedish raw materials, without additives, and using environmentally-friendly distillation technology.
Since 2017, Swedish craft distilled gin has also been available through Lab Distillery by Mackmyra.