Traceability is a term that is increasingly used, along with the assertion that "consumers want to know where stuff comes from." A New Zealand company is using technology familiar from TV police forensic programmes to help a super premium wine estate to give assurance about the provenance of its wines.
In the middle of 2021, US wine professionals learned of the launch of a new digital platform to stand alongside Vivino, WineSearcher and CellarTracker. A year after its launch, following the failure to raise a third round of funding, after the earlier investment of $7m, despite recurring revenue of $600,000 that apparently exceeded initial projections, the Drop has effectively closed and Mabray is looking for partners to enable his business to achieve its objectives.
In this exclusive, lengthy interview, he answers some tough questions.
NFTs are the latest thing for the wine industry. In Germany, two new projects were launched this week, while a pair Italians have paid 2.5 million US$ for a bundle of NFTs including a magnum of NFT Champagne. But are NFTs just a step on the road to the Metaverse?