Brand protection, market transparency and customer interaction: a one-stop shop for the Côtes du Rhône winegrowers' association. Alongside offering protection from product piracy and overproduction, the association is also taking steps to digitalise high-quality wines, creating real added value for its customers.
A quality seal that combines counterfeit protection and customer communication
The wine and spirits sector suffers annual losses of around €2.7 billion due to counterfeiting, including €235 million in France. In light of this, the winegrowers' association of the Côtes du Rhône began looking for a cost-effective solution to protect original high-quality wines from counterfeiting globally. The Rhône Valley is the second-largest region for PDO wines in France.
Besides combating counterfeiting, communication and interaction with consumers was also a key issue. The quality seal should enable both the association and individual winemakers to communicate directly with consumers with the aim of generating relevant digital added value.
The Côtes du Rhône winegrowers' association represents some 4,000 winegrowers.
Counterfeit protection, market transparency and customer interaction
Working closely with the winegrowers' association and individual leading winegrowers in the region, a package of solutions was devised to meet all criteria perfectly. The wine bottles are provided with the tesa VeoMark® security label to prevent product counterfeiting. The associated QR code connects the quality seal to the tesa® 360 digital platform. This enables all market players to access a variety of additional digital benefits, including consumers:
Beyond counterfeit protection
The Côtes du Rhône winegrowers' association gets everything from a single source – one solution for brand protection, market transparency and customer interaction, all perfectly tailored and interlinked.
In choosing tesa VeoMark® security technology, the association is opting for a solution that has been tried and tested in the market many times over and is well known from other wine regions and a variety of other industries. Verifying the security feature online establishes the link between the physical wine bottle and the digital world.
After authentication, the user is given opportunities to interact, which can be incorporated in a flexible way by the association or the winegrower. As a result, both the association and individual winegrowers are able to develop close relationships with their customers and encourage customer loyalty by offering a range of relevant online content.
Valuable data is generated when winegrowers and consumers use the tesa® 360 online platform. These provide new insights into markets and consumer behaviour and can be used to guide marketing strategy and trace counterfeits effectively.