Issue link: http://winesandvines.uberflip.com/i/347498
46 W i n e s & V i n e s A U G U s T 2 0 1 4 THINK OUTSIDE THE BOTTLE Mobile Solutions For Wineries A full suite of mobile marketing tools for wineries, including: Mobile Coupons • Image Recognition on Wine Labels Mobile Websites • SMS • Augmented Reality • CRM Integration Bottle shaped Custom QR Rebates & Loyalty • Social Integration & Referrals Richard Neumann Richard@nxt-wine.com Nxt-wine.com • 707.240.4444 Text: Wine To: 811-811 Full Service Implementations | Age Verifi cation Data Capture Mechanisms | Reporting, Tracking and Analytics www.walterjelly.com 608.831.1405 whj wine print.indd 1 2/6/13 5:59:47 PM and spirits, the most appropriate tech- nologies for preventing the uncontrolled reuse of packaging are those that cause the destruction of elements by opening the bottle, such as capsules and other coverings. Selecting anti-counterfeiting technology When dealing with the counterfeiting problem, a solution is sometimes reached through negotiation between the rights- holders and the counterfeiters. Sometimes this involves a discreet financial com- promise, more frequently legal action is required. Yet such strategies for dealing with counterfeiters or unscrupulous im- porters are rare in the wine business. The outcome of any legal action is especially uncertain, and the process can be slow and costly. Alcohol counterfeiting is likely to at- tract large-scale criminal organizations, and the counterfeiting of high-end vin- tages has been accelerated by price in- flation. For example, a Russian factory recently was observed to be manufac- turing more than 11,000 illicit bottles of alcohol per hour, according to the Organisation for Economic Co-opera- tion and Development's task force on charting illicit trade. The group main- tains that there is a growing trend to- ward the industrialization of alcohol counterfeiting techniques in Europe, with raw materials imported from Asia or Eastern Europe and destined for packaging in other territories for local consumption. Yet there are also smaller scale opera- tions consisting of a few individuals. Generally there are three types of counter- feiters: direct manufacturers, suppliers of empty bottles or illicit alcohol, or inter- mediaries within bars and clubs. It can be difficult for winegrowers to keep up with the global scale of structures that are illicit, mobile and not sufficiently pursued by the local authorities. In fact, Chateau Latour confirmed that "the re- mote authentication of Grand Cru wines with wine merchants is virtually impossible." Since traceability methods are not al- ways imposed on the Chinese importer— and importers themselves are not always adequately monitored—protecting bottles upstream appears to be essential. In the second installment of this series, in the October 2014 issue, we will exam- ine the technology behind RFID and NFC technology as well as the criteria for choos- ing an anti-counterfeiting system. Eric Przyswa, consultant and associate researcher at Mines ParisTech at the Centre for Research on Risks and Crises, conducts research in the area of human security in industrial environments. He also acts as a consultant in this field to institutions and businesses. His works has appeared in academic journals in France and abroad. t e c h n o l o g y