These might have been stored at the wrong temperature or have torn labels and bad corks. “Damaged wines” also manage to get into the marketplace. Theft and diversion also happen as wine is being delivered across the supply chain.Ĭounterfeiters also like to misrepresent a wine’s origin, vintage, variety, blend - really anything that distinguishes a brand and increases their chances of making a profit. There can be theft at production and storage sites. How is wine counterfeited? Let us count the ways. The increase in online sales, including auctions, and less in-person due diligence because of travel restrictions are two examples. It’s an age-old problem, though industry observers rightly note that the pandemic has created more opportunities for fraud. Counterfeits and fakesĬounterfeits and fakes are the undisputed champion of threats to wine brand protection. Let us know if you’d like us to write more about factors or have anything to add to our discussion. The circumstances range from bad actors trying to rip you off to the ebb and flow of the market and the trends that are defining it as we’ve made our way into the 2020s. It’s your identity out there in the world.Īlas, wine - and spirts - are under a constant barrage of brand protection threats and challenges. It connects you to your partners and consumers. Your brand tells the story of your wine, from the soil and the vines to the bottle to your customers’ tables. Whether you’re a multi-generational operation or the new kid on the block trying to make your mark, it’s one of your most valuable assets. In the wine industry, your brand is critical to success. Now on to wine brand protection and the fight against counterfeits. We’d love to see you before everybody heads home. Speaking of which, stop by Booth 807 to meet us and our other Antares Vision Group team members, FT System and Applied Vision. Talking about brand protection is a fitting conclusion to our series of articles about wine and a great way to mark the last day of the Unified Wine and Grape Symposium. Specifically, we’re focusing on counterfeits, an evergreen problem for the industry. Why it’s important for the industry and how to use your supply chain to make it as strong as it can be. Today we’re talking about wine brand protection.
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