Louise Mercer, Chief Experience Officer at Everledger, argues that new retail behaviours from the last 12 months won’t be unlearned in the luxury goods market. This rapid evolution pushes the need for digital provenance up the agenda.
Wine counterfeiting is nothing new. Throughout human history, wine vessels have been forged, spiked, relabelled and watered down, despite the close attention of growers and collectors.
In the mid 2010s, blockchain broke free of its tag as a cryptocurrency technology. New applications have demonstrated the wider ability of blockchain to disrupt supply chains where there is a need for increased efficiency, transparency and interoperability across supply chains and where opaqueness has led to concentration of control.
Founded in London in 2015, Everledger has quickly grown into a global digital transparency company. Evgeny Gokhberg, head of commercials, gives the back story.