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Mackmyra launches ‘smart’ whisky bottles

Swedish whisky Mackmyra has become the latest brand to unveil ‘smart bottles’ after partnering with near field communications (NFC) specialist Thinfilm.

The Swedish whisky brand will add NFC-enabled neck tags to its Mack whisky

The whisky maker will incorporate the technology into its whisky and gin bottles in order to connect with consumers and launch social media campaigns.

Mackmyra will initially use NFC-enabled neck tags on its bottles to engage consumers with its Private Cask programme, which allows whisky fans to create and bottle their own Swedish whisky expression. The NFC tags will link drinkers to information about the whisky’s origins and the specific cask it was aged in.

A second campaign will be launched to promote a drink recipe competition featuring the distillery’s flagship Mack whisky and its Lab+Distillery gin.

Customers will be invited to submit cocktail recipes to be in with the chance of winning various prizes.

Magnus Dandanell, founder and CEO of Mackmyra, 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.”

Following its initial deployments, Mackmyra plans to further implement the technology into its bottles in the first half of 2019.

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