With the advent of Web3, a revolution is looming for wine. The high price of rare stickers is making people’s minds excited. subordinate start Swedish, American and French companies now offer to “cut” the most expensive bottles in order to make them traceable. George Orwell and Aldous Huxley…
The topic is exciting because many wine growers struggle with speculation rather than creating it. They would like to know the life of their bottles better. Do they travel? Who resells it and for what added value? Who will drink them in the end? They are also tired of fighting fake products. Endless battle.
We remember the crusade launched by Hubert de Villen against the Romanée-Conti merchants. The co-manager of the world’s most famous field packed obscure reporters into auction rooms to manually jot down the numbers of bottles offered for auction, which then enabled him to de-allocate from the customer who is both. Greedy and insensitive. A Tintin-like atmosphere that makes you smile today.
And now digital aces offer a solution to all of these problems. their solution? Housing chips in the bottle. These geo-adjustable chips, supposedly, will allow winemakers to keep track of their bottles roaming the world. Do they cross the seas? Do they store in a free port, do they sleep in a warehouse in Hong Kong? It is very dangerous, many stars of the vineyard are already testing this equipment: Anselme Selosse, Count Liger-Belair and others.
Increasingly, it becamePackageChip + NFT
. Each bottle is associated with a “digital artwork” that is, of course, meant to increase its value. Laurent David, the former Apple at the helm of Château Edmus in Saint-Émilion, already sells a magnum with an electronic version of the artist-made NFT label, with a chip stamped into the neck. Last avatar, launch the shop
winechain.co by three Frenchmen: Xavier Garambois, co-founder of Wine & Co and former president of Amazon Europe, Guillaume Jourdan (Vitabella Paris) and Nicolas Mendiharat (Palate Club in San Francisco). The trio proclaims the creation of “dynamic communities between prestigious properties and enthusiastic and sought-after consumers”. Obviously, the opening of an exclusive digital channel between the ultra-rich and major brands.
The vineyard promises wonders: the NFT chip will guarantee the authenticity of his wine, he will have access to “all customer data”, and tomorrow, the chip will inform him of every resale of his wine anywhere in the world, which will result in a commission payment…great isn’t it?
And amateurs, what would this electronic snitch bring on his bottle? Winechain.co guarantees him the authenticity, traceability and perfect storage of the wine he buys. Good. But on this account, how can you not imagine that tomorrow only bottles with their chips on them will be considered original? “Each buff will also be able to manage their vault by reselling wiNeFT on WineChain,” says the platform, which we feel has a strong focus on paid exchanges.
What is the moral in all of this? The principle of ownership in the beginning. Until further notice, whoever buys a bottle has the right to treat it as he sees fit. Once the wine is sold, the winemaker is not supposed to follow the movement of the bottles on its screen.
Of the pleasures of wine simplicity, the blood of the earth in a bottle. We learn, we meet grape growers, we buy wine from them, we take it from our cellar, we share it, we drink it, we give it away. There is something terrifying about “tracking” bottles like the latest €4 million Bugatti Chiron, isn’t there?
Then this: wines earned over a lifetime, all taxes paid, allow connoisseurs to discreetly pass on their heritage to loved ones. What’s the point of seeing your electronics purchases tracked when you’re not living in Shanghai or London?
If we summarize: the appearance of chopped wine in the hands of speculation, then this is obvious; Some of the data collected may be of interest to wine growers, and we understand that if we don’t accept it. This certainty remains: chopped wine will bring nothing good to the authentic connoisseur.
Non-fungible code. These are unique cryptographic signatures that are encrypted and stored in the blockchain (read La RVF n°661, June 2022, and No. 658, March 2022).