China's fake booze market

According to Havoscope, which provides information and threat intelligence on the global black market, The International Federation of Spirits Producers has stated that counterfeit alcohol leads to an estimated $1bn annual loss on revenues. Undoubtedly, this figure should set alarm brings ringing in drinks brands all over the globe. With markets and opportunities becoming increasingly international - thanks to the digital revolution - many companies are increasingly looking at brand protection services to ensure a consistent image, creating consumer trust, as well as the ability to enforce rights wherever they trade.

As such, in addition to preventing counterfeiting through offline trades - which can be achieved by employing the appropriate experts in IP law enforcement - drinks brands must also adopt robust protection to help combat online sales of counterfeit goods. Technology exists today that can help brands feel secure in the knowledge that they are able to track, prioritise, and enforce against counterfeit drinks products across all digital platforms. Once an instance of trademark abuse arises, then these drinks brands have a chance to do something about their problem.

Although the Budweiser incident was restricted solely to China, it’s clear that counterfeiting can strike drinks brands in markets all over the world. As well as being potentially physically dangerous - reusing dirty cans no doubt threatens all sorts of health problems - brands will be all too aware that counterfeit goods steal sales and dilute a brand's reputation. Ultimately, in our increasingly digital world it’s never been more important for drinks brands to combat counterfeiting.