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Serialization for the Premium Beverage Industry: A Solution for Brand Integrity

Covectra
Author: Steve Wood, Covectra
Document type: Whitepaper (.PDF file)

Abstract: The growth of consumer economies in developing countries throughout the world is certainly driving up the demand for luxury goods. China is now the largest market for Rolls Royce, for example. Market research departments of these luxury goods companies are not the only ones observing new opportunities. Counterfeiters are also aware of profit possibilities, and the counterfeiters’ upstream and downstream supply chains can be much shorter and operate more quickly than those of the brand owner.

One of these luxury goods categories, premium beverages – expensive wine, whiskey, cognac – has become an increasing active market for counterfeiters in China, India and Russia. As this new whitepaper explains, the premium beverage industry can benefit from the experience of the pharmaceutical and food industries’ use of serial numbers on product packages to uniquely identify each product.


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