The Union of Côtes du Rhône: Interacting with their customers while securing their products
Solution: Security Label VeoMark®
Main target: Stop Counterfeiting / Initiate Customer Interaction
In the wine and spirits sector, the loss of sales attributed to counterfeiting is estimated at a staggering 2.7 billion euros per year! To combat this problem, the Syndicat des Côtes du Rhône winegrowers' association set out to find a highly secure and cost-effective brand protection solution that would protect its prestigious wines worldwide. This is where the story of our wonderful partnership began.
In France alone, the counterfeiting of wine and spirits amounts to a staggering 235 million euros.This led the Côtes du Rhône winegrowers association to seek a cost-effective way to safeguard their premium wines from imitations around the globe.
The Côtes du Rhône winegrowers' association represents around 4,000 winegrowers. The Rhône Valley is the second largest production area for PDO wines in France.
Beyond the fight against counterfeit goods, establishing a relationship with their customers was also a crucial issue. Therefore, the objective of the label was also to provide both the association and individual winegrowers with a convenient way of communicating with their clients.
Counterfeit protection, market transparency and customer interaction
In close cooperation with the winegrowers' association and leading winegrowers in the region, a set of solutions was developed that perfectly fulfils all criteria. The wine bottles are labelled with the VeoMark® security label to prevent counterfeiting. The accompanying QR code links the label to the SCRIBOS 360 digital platform, which gives all market participants, including consumers, access to additional benefits:
- Experts and consumers can easily verify the authenticity of the VeoMark® safety label with the help of an intuitive web authentication system.
- The online ordering platform allows winemakers to place orders for the required number of security labels, which are then delivered by SCRIBOS. This gives the winegrowers' association a powerful tool in the fight against overproduction. It can allocate quotas to winegrowers based on harvest yields and then track their use based on the quantities ordered.
- After the consumer authenticates the product, the winegrowers' association and the winegrowers can offer them digital content such as product information or nutritional information.
- All scans and market activity are displayed in easy-to-understand statistics, providing both the association and the winegrowers with transparency and a better understanding of the market.
SCRIBOS 360 not only meets our expectations in terms of giving proof of originality, but also includes digital communication and marketing elements that make all the difference in communicating with our customers.
The Côtes du Rhône winegrowers association receives a comprehensive solution for brand protection, market transparency, and customer interaction from a single source.
The label establishes a link between the physical wine bottle and the digital world. After authentication, the user is given a range of customer interaction options that can be flexibly integrated by the association or the winegrower. This allows both the association and the individual winemakers to build a close relationship with their customers, thereby increasing the loyalty to their brand.
When winegrowers and consumers use the SCRIBOS 360 online platform, valuable data is generated. This provides new insights into the market and consumer behaviour. Additional data can be used to effectively track counterfeits and inform future marketing strategies.