May: NFT

2021: NFT Release

In December 2021, the May group, which among other products produces tea under the May brand, released its first NFT collection. It is available on the Realistic platform.

According to the press service of the company, cryptographic tokens are issued by the tea brand Curtis, which develops "May." It is noted that the authors of the collection were inspired by the tea of the company and presented in their works what a tea party could be in the future. The positioning of the brand - "Dream and realize dreams born over a cup of tea" - was transferred to the digital space. The company is confident that digital works of art in the style of the brand will allow you to actively promote products.

Curtis NFT Collection on the Realistic Platform

The May group considers this project a big step in the digital transformation of the group. To implement the project, employees needed to understand what digital art, digital tools, token reality are and how this new area can be intertwined with the manufacturer's products, making it profitable.^[1]

We are working with a new environment that is different from our physical, familiar world. For us, this is a challenge, and we learn everything from scratch, and for future generations such a reality will be natural and understandable. It is important for us to be among those who will set trends in such a rapidly changing digital world, and we have already taken the first step in this direction, "said Elena Stepanova, communications director of the May group.

By the end of 2021, May is testing the possibility of selling various digital assets and involving partners who also see prospects in new art. In particular, the manufacturer began interaction with the first agency in Russia, whose employees are engaged in the promotion of digital creativity.  The name of the agency is not specified.

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