MACKMYRA FREEDOM COLLECTION

A Limited Edition Case of 6 Exclusive Whiskies to Help Support Mackmrya

Backstory

In 2019, the Consumer Ombudsman sued Mackmyra for improper use of six different images on social media. Their ruling stated that the images '"do not live up to the picture rule and the requirement for special moderation, allude to moods and emotions and that they attract special attention".


Operating within Sweden, Mackmyra was sued for images and social media which were aimed at its customers outside of Sweden and is seeking to appeal the ruling. To help support out court case, Mackmyra has released a case of six bottles, featuring the controversial images on the label. A portion of the sales of each case will go support Mackmyra's legal battle. 


Overall, no matter where they are, we want to be able to engage with our community; to like, comment and share your pictures, share our pride for our products and country,  and celebrate the times we get to meet in person. 


The Controversial Posts:

Reserve Now and Support Mackmyra

Frihet (Freedom) is an unique one-time collection consisting of six bottles; three Mackmyra classics and three limited Seasonal whiskies that our Master Blender recreated for this purpose only. Unlike the originals, all editions are bottled in 1 litre bottles that are adorned by labels with the sued pictures. 


By ordering Mackmyra Frihet you can show your support for Mackmyra as we take the fight for the same craft-distillery conditions in Europe. Of the total price for the whisky, £100 goes in full to costs in connection with the court process and Mackmyra's appeal of the sued pictures.



Friends of Mackmyra, We Need You!


Freedom has always been a key word for Mackmyra since the start in 1999. With desire and joy, together with all our loyal fans, we have created and shaped the first Swedish single malt whisky for more than two decades. It's freedom for us: to explore new flavors that lead to new experiences and new friends around the world.


As many of you already know, the Swedish authority, the Consumer Ombudsman (KO), has sued Mackmyra for the use of six images in social media. They believe that it should be forbidden to show anything other than the bottle and the raw material itself. No nature, no people, no food, nothing. In practice, we find it more difficult to engage with customers compared to competitors in the rest of Europe. This is not freedom - we cannot have it!


The verdict in the district court was convicting, but we have appealed and are waiting for the next instance. Mackmyra has no major financial muscles, but nor do we intend to give up. We are tired of being tied down and we just want fair conditions. What would Scotch whisky be today if it were originally censored and locked up in Scotland?


And to be clear: Mackmyra will always market and sell under responsibility - we have nothing against the Swedish responsible alcohol policy. But that we can neither show people nor nature together with our products is outrageous. This is basically a question of freedom of expression. It's worth fighting for. That is why we are launching a unique limited freedom whisky that serves as a debate post on this issue. The six bottles have the contents from the “sued” bottles and are decorated with labels showing the "forbidden" pictures. Now we also turn to all our European Mackmyra fans. We need your help and support to win this and thus help to harmonize the rules within Europe towards freedom!


Magnus Dandanell, Founder




Freedom Case Reservation

Volume 6x 100 cl / Alc 40-46.1% Vol

Freedom Case Reservation

£598.00

£100.00 Reservation Paid Today

£498.00 Invoiced at Release

Tax included, Shipping Calculated at Checkout

Important Information: This product is for the reservation of Mackmyra's Freedom Case. The remaining £498 (total £598) will be requested once the product available in the UK. The estimated date for this late January 2021.


Unlike Pre-orders, any items purchased alongside this reservation product will be shipped separately. This product includes free shipping.