The problem statement:
   There is no way to uniquely identify, and quickly and easily find back a specific wine and all relevant
   information about that wine.

   This lack of wine market transparency has important consequences for consumers and companies.

The wine product is described by characteristics on the wine label. It does not offer a consistent naming convention with complete information, required to uniquely denote a product for consumer markets.

Retailers and consumers use information from the wine label to name and describe the wine. This poses the following problems:

a. The information on the wine label varies greatly per wine producing region, so the information is not consistent and often not complete.

b. Wine names can be very complex and - unlike good brand names - not always easy to remember or find back.

Unlike in most other consumer industries, wines are not managed and marketed as brands by the producers.

a. The product portfolio of wines that a producer carries is not always clearly specified to the markets; and can vary by vintage.

b. Most wine producers do not use brand management of their winery and wines in sales and marketing.

The Internet triggers new information requirements for industries and companies:

unique product code, standard product description, and standard product classification