Turning a remarkable tasting moment into a lasting connection
Ian Macleod Distillers created The Dedication Collection to celebrate some of Tamdhu’s oldest and rarest stocks, shaped by more than four decades of maturation in oloroso sherry oak at the distillery in the heart of Speyside. Beginning with the 43 Year Old and 46 Year Old. Limited to just 100 individually numbered bottles per release, the collection was conceived for a select circle of collectors and prestigious clients. For Tamdhu, the experience had to honour more than the rarity of the whisky. From opening the presentation case to appreciating its aromas and first taste, every moment needed to communicate the patience, craftsmanship and dedication behind the release. Selinko’s technology became the bridge between this exceptional whisky and its owner, extending the celebration into a personal, connected brand experience.
x3
collector engagement in one year
65%
CRM opt-in rate among engaged collectors
Each tap brings collectors closer to the authenticity, craftsmanship and story behind Tamdhu’s most exceptional releases.
Challenges
- Give collectors a reliable way to verify their individually numbered release.
- Create a direct relationship with clients previously unknown beyond the point of sale.
- Provide immediate digital access without a conventional app download.
- Integrate the technology without compromising the collection’s presentation design.
- Build a foundation that could support additional releases and collector services.
Solutions
Selinko integrated secured NFC into a custom laser-etched wooden card, designed to sit naturally within the existing presentation case.
Each card carries a unique digital ID linked to the corresponding release and gives collectors access to:
- authentication of the registered release;
- a digital ownership certificate;
- product information, tasting notes and exclusive content;
- customer registration and membership services.
The experience is supported by Selinko’s web console, Brand Manager, which allows Ian Macleod Distillers to securely manage product identities, digital content, ownership services and engagement data.
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Results
Collectors can now tap the wooden card to verify their release and enter a dedicated Tamdhu experience without downloading a conventional app.
The NFC engagement rate increased from 8% to 23%, while 65% of engaged collectors chose to register and share their details. This gave Tamdhu a direct connection with previously anonymous owners and established a reusable foundation for future releases and collector services.
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