DeLux, a UK-based technology company, is developing the first industry-wide Digital Product Passport set to transform authentication of luxury spirits. The DeLux solution integrates blockchain, AI, and its proprietary supply chain sensor framework to create tamper-proof, instantly accessible product records that follow each spirit bottle from raw ingredient sourcing through to consumer purchase, and beyond.
By ensuring every update to a product’s lifecycle is transparent, immutable, and verifiable, DeLux’s development represents a real step-change in the way spirits producers can prove both provenance and sustainability credentials, as well as combat counterfeits which currently cost the industry billions.
“We are creating a solution that goes beyond existing systems - delivering not only authentication but also a new level of consumer experience,” said Sylwia Fitch, Founder and CEO of DeLux. “Both brands and customers gain the ability to instantly verify product data in real time thanks to unparalleled visibility into where a spirit comes from, how it was made, and its wider impact on the planet.”
Full development of the next-generation technology is possible thanks to the grant enablement programme of The Hashgraph Association, and access to Hedera, an enterprise-grade distributed ledger platform governed by global technology leaders including Google, IBM, Boeing, and LG.
“The support we have received from The Hashgraph Association means we can roll out the next phase in our product development at scale and offer the spirits category a trusted, seamless data journey from grain to glass,” commented Fitch.
DeLux’s system sets a precedent for transparency that extends far beyond spirits and across the luxury economy, with Digital Products Passports already reshaping sectors such as fashion and fine jewellery. Now, for the first time, luxury spirits are gaining a comprehensive, independent digital passport system, which is both permanently linked to the physical bottle and accessible via a dedicated app.
As founder, Fitch draws on a unique combination of experience in spirits, luxury goods, blockchain strategy, and driving innovative start-ups in financial trading and tech. The wider DeLux team represents over 100 years of industry know-how in spirits, with specialisms in sustainability, compliance, leadership, marketing and technology. Overall, DeLux is uniquely positioned to protect the luxury spirits market in the long-term, while driving new ways in which to engage new generations of digital-first consumers.
Under the grant enablement programme of The Hashgraph Association, DeLux will now complete the roll-out a first phase of its roadmap dedicated to spirits, with future aspirations toward wider luxury applications.