From barley to bottling, every aspect of Kilchoman’s premium whiskey production is done on-site at the brand's Scotland distillery — and they’re the only distillery in the country to do so. Kilchoman wanted a way to share with customers what makes their whiskey so unique, so they partnered with Blue Bite to tell the creation story.
In partnering with Blue Bite, Kilchoman:
Wine and Spirits
As a premium spirits brand, Kilchoman bottles purposefully feature a clean, uncluttered and distinguished label. While this leaves limited room to tell the brand story or provide details about the product inside, Kilchoman saw an opportunity to go beyond the bottle by enabling whiskies with a Blue Bite-powered dynamic digital Experience.
Kilchoman added a Blue Bite-powered Experience directly to the bottle via an NFC tag on the back of the label, under a mirror of the brand’s logo. A CTA instructs consumers to tap with their phones to launch the digital experience.
Upon tapping the tag on the bottle, consumers are immersed in Kilchoman’s story of how the particular whiskey they are holding in their hand is manufactured entirely on a single farm.
But that’s not all. Upon tapping the bottle, consumers also learn the full story of the product they are consuming, including:
As they send whiskey around the world, Kilchoman wanted to ensure that messaging remained relevant — whether it arrived at its destination a few days or a few months after it left the Scotland distillery.
The main point for us is that we can adapt the message in real time.
Traditional printed neck tags may be dated by the time they arrive at their destination. However, with a dynamic digital Experience, Kilchoman can update content immediately. This ensures they present relevant messages to consumers before, during and after the sale.
Plus, Kilchoman is empowered by the fact that Blue Bite’s dynamic Experiences are contextual and personalized to individual consumers based on:
Kilchoman went above and beyond telling their unique product story to consumers. With Blue Bite Experiences, Kilchoman was empowered to boost brand engagement, repurpose content, improve tracking and tracing and access valuable analytics.
Below are just a few examples of the types of engagement Kilchoman drove through the Expeirences, which were more likely to engage consumers the brand's website.
Kilchoman gave consumers the opportunity to win special or rare bottles of Kilchoman products.
Wills reported a 100% increase in tap activity during competitions — doubling an already high engagement rate.
Consumers also tapped more than once, revealing further valuable data regarding when and where customers tap, as well as when messaging should be updated if it doesn’t connect with consumers.
Kilchoman is also empowered to boost engagement by incentivizing bottle owners with exclusive content — like videos of tasting notes and a live feed of the distillery — that’s otherwise unavailable on the website.
Maximize Content Creation Through Repurposing
With a digital experience, Kilchoman is empowered to repurpose all forms of content — whether it be from the website, TV, social media or another channel – to share directly to users via NFC tags or QR codes on the package.
This means brands can get the most out of every piece of content by repurposing it for cross-platform use.
Track Gray Market Diversion
Blue Bite also empowers Kilchoman to see when and where gray market diversion occurs. If a shipment doesn’t arrive where it should, the brand can track it through the analytics offered in the Dashboard.
If taps from a shipment bound for a specific country start appearing in a different country, Kilchoman can investigate with the distributor to find out why.
See Valuable Analytics in Real-Time
Kilchoman is empowered with the real-time analytics the Blue Bite Dynamic digital Experiences provide, including data like distillery-to-consumer lead time in different parts of the world.
This gives the brand the most up-to-date data to tailor Experiences accordingly — which can easily be done in the Blue Bite Experience Studio®.
Kilchoman’s success with Blue Bite Experiences is prompting the brand to look ahead to future campaigns and further personalization for user experiences, including: