Avery Dennison has partnered with technology company Everledger to develop traceability and provenance solutions for the wine and spirits industry.
This collaboration, launching first with Appellation Earth wines from Napa Valley by Wine Trade Network, combines Avery Dennison’s intelligent label solutions with Everledger’s blockchain-based platform.
The platform will provide embedded proof of provenance, in a move to support enhanced trust and consumer interaction with wine purchases, a product susceptible to counterfeiting.
Powered by near-field communication (NFC) technology, tamper-resistant inlays are adhered to bottle labels, giving each bottle a unique digital identity and enabling chain-of-custody data to be captured throughout the supply chain through the supporting blockchain technology.
From there, the authenticated provenance of the wines is tracked, enabling consumers to discover the lifetime journey of their wine – from grape to bottle – giving them confidence in its authenticity and creating a connection to the overall brand story, the companies said.
The collaboration marks the first expansion of Avery Dennison’s Janela Smart Products Platform outside of apparel and footwear, and will be exclusively powered by Everledger in the wine segment.
Mariana Rodriguez, Avery Dennison marketing director for intelligent labels, said: “Over the past few years, companies have continued to see a rise in counterfeit wine and spirits being sold.
“According to the International Center for Alcohol Policies, 30% of alcohol consumed worldwide is counterfeit. Avery Dennison intelligent label solutions provide an opportunity to bring new technologies together for brands and consumers to feel confident about the product being purchased and consumed.”
Scott Austin, Everledger senior executive vice president of Americas, said: “Our pioneering work in digital provenance has advanced industries, notably diamonds and coloured gemstones, through greater transparency, efficiencies, collaboration and trust. We are pleased to have the opportunity to further establish our work in the wine industry with this innovative joint solution, bringing the full benefits of blockchain directly to the consumers.”
“Combining blockchain with NFC technology to permanently secure the provenance of wines further provides added confidence in the provenance data captured and tracked through our platform. From there, the value and reputation of the wines from producer to consumer is protected, enhancing trust and confidence in the authenticity and value of their purchase.”
Steve Schepman, Wine Trade Network president, added: “Wine Trade Network is launching our Appellation Earth wine brand with NFC and blockchain technologies and is pleased to be the first in the US wine market to launch on the Janela Smart Products platform, powered by Everledger.”
“We are keen to be part of the collaboration in starting the innovative use of intelligent labelling while addressing the problem of counterfeit wine consumption.”
© FoodBev Media Ltd 2019
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