Mackmyra Swedish Whisky's NFC Tags Share Information on Specific Casks
Laura McQuarrie — October 30, 2018 — Lifestyle
References: mackmyra & thespiritsbusiness
Mackmyra Swedish Whisky is now implementing mobile marketing technology from Thinfilm in the form of NFC bottle tags, which give consumers the chance to connect with products on a deep level by discovering its origins, as well as more information about the specific cask the whisky was aged in.
As part of its Private Cask programme, Mackmyra will be encouraging consumers to create and bottle their own whiskey expression. Following this, a second campaign is set to be launched based around a cocktail recipe competition and the distillery’s flagship MACK whisky.
In the coming year, Mackmyra has plans to further implement the smart packaging technology. Magnus Dandanell, Founder and CEO of Mackmyra, notes that “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."
As part of its Private Cask programme, Mackmyra will be encouraging consumers to create and bottle their own whiskey expression. Following this, a second campaign is set to be launched based around a cocktail recipe competition and the distillery’s flagship MACK whisky.
In the coming year, Mackmyra has plans to further implement the smart packaging technology. Magnus Dandanell, Founder and CEO of Mackmyra, notes that “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."
Trend Themes
1. Smart Packaging Technology - The integration of NFC bottle tags in whisky bottles presents an opportunity for companies to incorporate mobile marketing technology in their products and connect with consumers on a deeper level.
2. Private Cask Programs - Offering private cask programs presents a unique opportunity for distilleries and other alcohol companies to engage customers and create personalized experiences with their products.
3. Cocktail Recipe Competitions - Hosting cocktail recipe competitions is an innovative way for companies to generate interest and engagement with their brand and products.
Industry Implications
1. Alcoholic Beverages - The integration of smart packaging technology and personalized cask programs presents an opportunity for the alcohol industry to innovate and engage with consumers.
2. Mobile Marketing - The integration of NFC bottle tags in whisky bottles presents an opportunity for the mobile marketing industry to create innovative and effective marketing campaigns.
3. Hospitality - The implementation of private cask programs and cocktail recipe competitions presents an opportunity for the hospitality industry to create unique and personalized experiences for guests.
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