Wines & Vines

COVER STORY chain METRO, which has 70-plus stores in China, on a label consumers can scan with smartphones to see where the grapes originated. Called Star Farm, the program was developed with the government to boost consumer confidence. While 1421 did not join to deal with the threat of counterfeiters, Svendsen says it offers protection. "We work with very specific channels, and we work directly through our own logistics network, so it would be very difficult to fake 1421 wines undetected," he says. "The traceability codes on the labels add another layer of protection because they bring Star Farm and METRO into the risk assessment for the counterfeiters. Not only would they be faking 1421 Wines; they would be faking Star Farm and METRO." Imported wines are taking similar measures. During a visit to Beijing last year, Opus One CEO David Pearson said the company was not panicking about fakes but was taking measures to protect its brand. "Starting in 2008, our back label has included an NFC chip, the next evolution of the RFID chip. You can scan the chip with a smartphone, and it brings up a website to tell the consumer about the wine and verify its authenticity," says Pearson. "When the bottle is scanned, our computer server creates a history of where the bottle has been. This does three things: It fights counterfeiting, it provides a provenance record, and it is a marketing tool." Opus One is planning new anti-counterfeit technology for its soon-to-be-released 2010 vintage. Key players in Australia and France are also taking measure. For example, Chateau Lafite-Rothschild uses tamperproof technology on its premier cru wine and second-label Carruades de Lafite. Penfolds undertook one of the splashier efforts in China five years ago by sending chief winemaker Peter Gago to introduce an "officially imported" sticker with distribution partner ASC Fine Wines to let consumers know bottles were "sent, shipped, cellared and delivered properly." "You don't want to drink wine that's done 18 circumferences of the world," he says. He adds that the bottles contain several anti-fake features, including special printing on labels and placing indicators on corks. These techniques, along with everything from QR codes to smashing empty bottles, help to fight fakes. (See related article on page 36.) Educational approaches That seemingly all-purpose word "education" is also relevant to fighting fakes. Wineries would do well to educate themselves about the China market (realizing, for example, the difference between imports and sales), their distribution partners (doing due diligence before making a Advanced Track & Trace® protects and accompanies the most prestigious brands of wines and spirits as they travel all over the world. Imported wines aren't the only targets for counterfeiting. Fake bottles imitating China's own Great Wall label have been uncovered. Win es & Vin es AU GU ST 20 13 33

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