New interactive holographic labels promote wine provenance and fight fraud

The National Office of Vine and Vitivinicultural Products (ONVPV) in Romania, has deployed the latest in holographic labels from security printer Eltronis, to promote the provenance of its regional wines and protects drinkers from potential counterfeits.

The new labels combine an identifiable and “visually pleasing” holographic brand design with security, including a code and serial number that enables verification online and via smartphones. Consumers can scan the QR code which is linked to each bottle of wine. This provides them with access to a wide variety of information on the wine’s pedigree and production, as well as ensuring that it is genuine. If the scanned label contains an invalid or duplicate code, the ONVPV is automatically alerted.

The ONVPV oversees national vineyard management and winemaking in Romania, and supports the traditions in the production of wine in this designated geographical area. Meeting the demand from consumers for quality products, the new holographic labels provide brand identity for the ONVPV, which is recognisable on labelled bottles and products within a retail environment.

Dorin Ştefan Duşa, general manager at ONVPV, explained: “Holographic markings that certify the origin and authenticity of wine are an important part in our efforts to promote our producers, and a very effective tool against counterfeiters.

“With our latest label design, consumers can interact much more easily via their smartphones, giving them access to the latest information on their wines. This has proved very popular, and already led to the annual volume used by winemakers more than doubling – and we expect this upward trend to continue.”

Across the world, wine fraud is becoming increasingly prevalent, with online sales making it easy for fraudsters to trick consumers and replace genuine wines with fakes. By adding a holographic label to wine bottles, the ONVPV is aiming to help counter this trend, promoting the provenance of the region, and building protection against potential counterfeit.

Eltronis used its experience of holographic techniques and materials gained from protecting high security identification documents in the production of this latest label. The holographic design contains multiple security features, making it “impossible to reproduce”, Eltronis claimed, while the label material allows it to be applied to a variety of different substrates.

With high thermal, mechanical and chemical resistance, the label is unable to be removed without damaging it. In addition, a sub-surface printing technique is used for the variable data, making the label both more durable and resistant to potential alteration.

Pete Smallwood, business development manager for Eltronis, concluded: “The use of holograms to identify and protect products of geographic importance is well know due to their highly visual effect and instant recognition by consumers.

“With the addition of the QR code and latest holographic features not only are they delivering greater brand impact on shelf, their security has been taken to another level with this new design, combining the best of physical and digital protection. It is great to see ONVPV continually invest in its security technologies to promote products from the region, and take a clear stand against fraud.”