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W i n e s & V i n e s O C T O b e r 2 0 1 4 39 appear to be slowing in the wine sector even for mass-market solutions, since counterfeiters have become highly skilled at counterfeiting such protective devices. • Nanotechnologies are a medium-price solution but are scarcely reliable for surveillance of the gray market. Such surveillance can only be ensured by means of a unitary marker (i.e., differ- ent for each product unit, but taggants only allow marking of the batch). • DNA protection, as we have seen, re- quires dedicated laboratory-type equip- ment for carrying out this kind of check, and it is certainly reliable but implies a rigorous and lengthy control protocol. on the other hand, the low probability of inspections may encourage the devel- opment of counterfeits. • The technology of chaos and bubble code retains a certain credibility in the sector, but predominantly for mid-range alcohol. It remains suitable for protec- tion of the gray market. Its cost is be- tween the oVD and RFID-NFC tech- nologies and would therefore appear to be a relative asset. Its ease of integration is, on average, also equivalent to that of RFID-NFC technology. Its main weak point is its relative protection for refill- ing, which is a major risk. • NFC technology appears to be the most secure solution and the one most suit- able for uses that do not focus entirely on anti-counterfeiting measures. It is particularly appropriate for high-priced wines, since there is a real cost of in- vesting in such a solution. NFC has been more reliable and potent than the neighboring QR code technology. How- ever, this latter technology can still be an anti-counterfeiting option for mid- range wines or standard spirits. return on investment In calculating RoI it is necessary to under- stand the starting point. outside the field of counterfeiting, the figures are merely estimates. The strongest risk of commercial and fi- nancial impact comes from the conse- quences in terms of image if such illicit trade is revealed, particularly for high-end wines. The significant case in China involv- ing trafficking of bottles of Château Lafite resulted in a decline in the selling price. the best anti-counterfeiting solution According to a report by the French Gen- eral Directorate for Competitiveness, In- dustry and Services, the layering of sev- eral anti-counterfeiting solutions is without a doubt the best approach in terms of protection. Indeed, "this mix aims to complicate any attempt at copy- ing and permits selective access to various protective devices according to the per- sons carrying out the checks." The mix ideally integrates three tech- niques in combination that we have de- scribed above: • An authentication or anti-counterfeiting solution to confirm that the bottle is authentic. • A track-and-trace solution that enables the bottles to be traced. • Marketing that enables the consumer to access the interactive content by scan- ning the code on the bottle's packaging. Chateaux Margaux, for example, uses three security systems (laser etching, bub- ble tag and secure paint). According to olivier Chotard, the winery's head of in- formation systems, these three solutions make it possible for the wine estate to cross-check information and optimize se- curity if one of the protection methods should fail—and it also acts as a deterrent. A strategic point raised by Chateau La- tour is the importance of protecting the bottle at capsule level (instead of behind the label, for example). Any technology associated with the capsule also offers protection against refilling. It is imperative that the technology in question cannot be imitated and that it is not possible to remove it without spoiling the bottle. Protecting the device once it is in place is therefore essential. one problem is ensuring that the device is at the same time: • Discreet, • Adapted to the shape of the bottle, • Provided with innovative technology, and • Has a seal attached. As indicated above by anti-counterfeiting consultant Jean-Michel Loubry, many at- tempts at complex "mechanical" seals have been counterfeited, and in the future the best capsule protection will involve a digi- tal security system. According to the consultant Dominique Paret, a solution that incorporates an RFID technology adapted to the con- straints of the bottle design, for example, might turn out to be suitable. Paret added that the tag would ideally be rendered use- less once the capsule is removed. In 2009 Rhys Pender wrote that 75% of consumers stated they would prefer to pur- chase a brand of wine protected with anti- six types of wine anti-counterfeiting technology are evaluated for potential advantages. t he layering of several anti-counterfeiting solutions is without a doubt the best approach in terms of protection. JEAN-MICHEl lOUBRy, ERIC PRzySWA, APRIl 2014 P A C K A G I N G