Given that counterfeiting cannot be easily eliminated, we develop four approaches by which luxury wine producers can leverage the opportunities of being counterfeited. Counterfeit wines can increase brand exposure and awareness and serve as gateways for their genuine counterparts. Genuine producers can exploit the existence of counterfeit wines to develop innovative wine-based experiences that cannot be counterfeited and boost innovation strategies.
How fine wine producers can make the best of counterfeiting
29 August 2022