Issue link: http://winesandvines.uberflip.com/i/137110
WINE INDUSTRY SECURITY SPECIAL ADVERTISING SECTION Advanced Track & Trace 99 avenue de la Châtaigneraie | 92500 | Rueil-Malmaison | France Wineries Have a New Anti-counterfeiting Solution The technology has evolved further into digitally unique identification. "What this does is allow brand owners to trace and track their goods — individually or as part of a larger shipment — and also have instant authentication that goods being sold as genuine really are," says Jean-Pierre Massicot, CEO of ATT. ATT's breakthrough has become invaluable to manufacturers like GlaxoSmithKline and L'Oréal, who need to verify that goods sold under their name are authentic. Seal Vectors Seal Vectors can be placed on labels, capsules, and cases. W ith the ever-increasing quality and reputation of U.S. wines, the reach of our wines into global markets is rapidly expanding, particularly in Asia. As a consequence, prices are increasing, making our wines a strong target for the potential profit of counterfeiters and diverters. Customs authorities estimate that counterfeiting costs companies $250 billion to $400 billion a year. Wineries and associations must find a way to protect their investments, their reputations, and their appellations with reliable, 20 W in es & V i ne s J U LY 2 013 easy to implement solutions, at the smallest additional cost to production and shipping. And they need better solutions to engage with customers and offer security, information, and interaction to build customer relationships and brand loyalty. Advanced Track & Trace (ATT) of RueilMalmaison, France, has developed and patented a proven and smart solution to this challenge, now offered to the wine industry. In 2006, ATT introduced a digitized markingand-tracking method that allows manufacturers to verify whether their shipments are where they are supposed to be in real time. Central to this solution is ATT's Seal Vector® technology, which stamps each product package with a unique, digitally created ID mark, and traces it via scanners during the journey to the end user. The square, pixilated codes are affixed in visible and hidden form on packages, to prevent thieves from repacking bogus goods in the original containers. Because the codes are also impossible to reproduce in printed form without making them unreadable to scanners, the centrally stored Vector Seal 2-D bar codes ensure that counterfeiters cannot produce "legitimate" brand-packaging ID for their knockoffs. Seal Vector Titanium© is a combination of QR code and Seal Vector® bar code that can be used by end customers to get confirmation that they buy or drink a genuine wine. Authenticating a product for the end consumer becomes easy: scanning the QR Code with a smartphone queries a database. In return, the screen shows the security features associated with the Titanium© Code. The consumer knows immediately that the wine is genuine or fake. Seal Vector® can be used by all modern label printers with digital printing capabilities. "More and more label manufacturers are using this technology," says Philippe