World-first technology aimed at combatting counterfeiting

With 20 per cent of the global $350 billion wine market counterfeit, South Australia’s latest landing pad recipient, Cellr, is addressing the problem with world-first technology aimed at combatting fake wine and IP fraud.

Formed in 2016, Cellr is relocating its headquarters from Western Australia to Stone & Chalk within Lot Fourteen as part of the South Australian Landing Pad (SALP) program which supports companies to invest in the state.

Cellr co-founder, Chris Braine, believes that with 55 per cent of the country’s wineries based in South Australia and the collaborative nature of the wine sector in the state, it’s an ideal location.

“Cellr’s innovative technology leverages Near Field Communication (NFC) and Radio Frequency Identification (RFID) to create value throughout the global supply chain, Mr Braine said.

“We engineered our tamper-proof covert solution after watching the world constantly use cosmetic solutions like QR codes, stickers and invisible inks.”

“This is a low-cost solution that creates value across the global wine supply chain through automated inventory tracking, direct to consumer marketing and authentication utilising tamper-proof chip technology engineered in bottle capsules.

“The team is now looking for manufacturing partners for the screw cap version.”

The SALP has been established to support companies looking to make their first investment in the Asia Pacific region, Australia or South Australia while helping to stimulate the local economy, create jobs and grow new industries.