CellR launches smart caps to combat fake wines

Australian startup CellR has unveiled a connected smart cap platform that it thinks could help wine producers protect bottles from counterfeiting.

The CellR platform is based on caps with near-field communication (NFC) and radio-frequency identification (RFID) for customer engagement and supply chain and stock control management, plus a covert tamper-proof system to prevent illicit activity like refilling of bottles.

The Perth-based company’s chief executive and cofounder Chris Braine says the caps give each bottle a “digital birth certificate”.

A mobile app conforms the provenance of a bottle, gives information about the producer and vintage, and can also provide promotional messages to customers.

The technology was presented to the media at a meeting earlier this month attended by Australia’s Small and Family Business Minister Michaelia Cash (pictured centre). The country’s Advanced Manufacturing Growth Centre has provided A$150,000 (around $90,000) in funding to help get the project off the ground.

"This exciting new product will use a state of the art blockchain system embedded within the bottle lid that allows purchasers to use their mobile phone to confirm the authenticity of the product they are purchasing," said Cash at the launch.

"CellR is helping create the engineering, sales, marketing and administration jobs - up to 22 roles are expected to be created with revenue up to A$10m - of the future in our great state of Western Australia," she added.

The company says counterfeit wine and intellectual property fraud is estimated to impact 20 per cent of the $350bn global wine market. Meanwhile, the approach could also be deployed in other sectors like the food industry.

The system would be free to use for wine purchasers, producers paying for the caps on a sliding scale depending on the functionality they require.