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Blockchain will rebalance the marketing strength of major spirits and wineries in favor of small distillers and growers, taking requests for authenticity from their hands, a company that works with technology said.
Ambrosus CEO, Angel Versetti, said that blockchain is more persuasive than any marketing campaign
In the future, consumers will be able to see in detail the path of each ingredient used to make the spirit they are buying thanks to sensors integrated into the supply chain, according to Ambrosus, who has developed a blockchain system for the supply chains of consumer goods . Blockchain technology will store this data, which will then be accessible to consumers via a smartphone app. The app will provide an instant overview of the entire history of the product supply chain.
Yesterday, Ambrosus CEO, Angel Versetti, said that because blockchain data can not be tampered with or corrupted, it is more persuasive for consumers than any marketing campaign. This hand leads back to smaller distillers that produce products with ingredients of economic origin but do not have the budget to communicate their authenticity and their origin to the public.
"It will not only be those who scream louder or speak more convincingly," said Versetti. "Everyone will have to prove their value with technology."
The technology could help small distillers to penetrate into categories dominated by multinational companies of spirits, continues Versetti, adding that Millennials, which are generally more cynical than traditional marketing methods, will be more likely to be influenced by blockchain authentication. .
"Many large companies have spent billions of dollars building their brands," said Versetti. "If small businesses have the chance to compete with those through objective technology that allows quality comparison, then smaller companies will have more chances".
Versetti, who started Ambrosus two years ago and is already working with some nameless drink companies, said traditional advertising is not going to completely disappear.
"It will not be that radical," he said. "In one way or another, companies will still have to advertise, but at least there will be a substance for their claims."
Ambrosus, based in Switzerland, develops blockchain systems and combines them with sensors that aim to track the supply chain of products in numerous industries, including food products, pharmaceuticals and chemicals. Versetti said that the company's goal is to allow all goods to be monitored along the entire supply chain, including wine grapes planted and harvested in the vineyard.
Blockchain is a database of distributors in which many participants in the network manage the same register or register of digital transactions. The participants report the new transactions to each other and jointly maintain the registers on the ledger thus ensuring its security. Technology is considered safe because there is no central node or participant.
Technology is at the heart of cryptocurrencies like Bitcoin, but companies are trying to simplify logistics. In March, Anheuser-Busch InBev successfully tested a blockchain solution designed to simplify international shipping. The company behind the technology said that blockchain can reduce operating costs and increase supply chain visibility.
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