September 17, 2026
Reading time • 5 min
Following the methanol crisis, bottles are now equipped with a label that allows consumers to detect counterfeit beverages using their cell phones
The technology, which is also used in passports, is already being applied to about 4 million bottles per month and employs a unique microscopic identifier that is analyzed by AI via the camera.
The cases of methanol poisoning reported throughout 2025—which left at least 25 people dead in the country and prompted health authorities to issue warnings—brought the authenticity of alcoholic beverages to the forefront of the discussion.
The issue, previously associated more with economic losses to the industry and illegal trade, has come to directly involve public health concerns and has prompted the alcoholic beverage industry to take action.
On Tuesday (the 15th), Diageo, a beverage manufacturer and owner of brands such as Johnnie Walker and Smirnoff, announced a solution developed in partnership with Securetrace—a company specializing in security technologies used in official documents and fraud prevention systems—to digitally verify the origin of the company’s beverages.
The process is simple: the consumer points their cell phone camera at a seal on the packaging, and the system indicates whether the bottle has been identified as authentic.
For now, the initiative is limited to the Brazilian market and covers categories that have historically seen cases of counterfeiting, such as whiskeys, vodkas, gins, tequilas, and liqueurs.
“The seal is very clear to the consumer, in the sense that it restores trust and allows them to have autonomy and visibility over what they are consuming. (…) It’s also a way to lend credibility to the establishment,” says Paula Lindenberg, president of Diageo in Brazil.
About 4 million bottles are already receiving the seal each month. The technology is used on 100% of the imported portfolio and on Smirnoff bottled in Brazil, which accounts for 95% of the company’s spirits business in the country.
According to Securetrace, the seal uses the same technology found in the security features of Brazilian passports, euro banknotes, and the holographic elements of the R$100 bill.
Each seal receives a kind of unique “fingerprint”—invisible to the consumer—composed of microscopic patterns that create a unique identifier for each unit. According to the company, there are more than 27 trillion possible combinations.
When a cell phone camera is pointed at the seal, artificial intelligence analyzes the pattern and compares it to the system’s database. If there is a match, authenticity is confirmed and the platform displays the message “Verified.”
The technology holds international ISO 12931 certification, a standard focused on authentication systems and anti-counterfeiting, explains Mario Nicoli Netto, CEO of Securetrace. According to the company, its ability to prevent counterfeiting reaches 99.99%.
“The technology transforms a cell phone camera into a tool for direct access to the product’s origin. Each seal has a unique digital fingerprint, protected by internationally certified anti-counterfeiting technology capable of identifying reproduction attempts in seconds,” says Mario Nicoli Netto, CEO of Securetrace.
Methanol Crisis
Incidents involving methanol have exposed one of the most serious risks associated with the counterfeiting and adulteration of alcoholic beverages.
Unlike the ethanol used in the regular production of beverages, methanol is a highly toxic substance. Ingesting it can cause blindness, severe neurological damage, respiratory failure, and death.
The crisis took on national proportions in the second half of 2025. The rise in cases led the federal government to issue warnings to the public and establish a situation room to monitor the incidents.
Although the most critical period had passed by the end of that year, new incidents continued to be reported in 2026.
A report aired by Fantástico this Sunday (the 13th) showed that, one year after the crisis began, investigations have progressed and have already identified part of the counterfeiting network responsible for distributing adulterated beverages.
Despite this, victims continue to live with permanent sequelae, and new cases are still being reported across the country.
Illegal market generates R$ 28 billion
Although counterfeiting has gained visibility due to health risks, it represents only a fraction of a much broader illegal market.
A study by Euromonitor International estimates that illegal activities linked to the beverage sector generate approximately R$ 28 billion per year in Brazil. This sector includes smuggling, tax evasion, unregistered production, and counterfeiting.
The study also indicates that counterfeiting accounts for 4.7% of the total distilled beverages market in Brazil. Despite its smaller share, it is the practice that raises the most concern due to the health risks it poses.
Furthermore, the problem causes losses for manufacturers, distributors, retailers, and government revenue, as it diverts tax revenue and fuels clandestine production and distribution networks.
For this reason, the fight against the illegal market has mobilized not only private companies but also regulatory agencies and public authorities.
The Fight Is Going on Multiple Fronts
The launch of Diageo’s technology is taking place alongside other initiatives aimed at tackling the problem. One of the measures under discussion is being led by the National Agency of Petroleum, Natural Gas, and Biofuels (ANP).
In September, the agency approved a study proposing changes to the composition of hydrated fuel ethanol to make it more difficult to divert the product for the clandestine production of alcoholic beverages.
Among the alternatives analyzed is the mandatory addition of denatonium benzoate, a substance with an extremely bitter taste that is widely used in hygiene and cleaning products to prevent accidental ingestion.
The ANP is also working on a measure considered more immediate: the mandatory inclusion of green dye in fuel ethanol produced by mills.
The change is expected to facilitate the identification of the product’s irregular use and reduce its use in clandestine beverage adulteration schemes.
The proposals still need to go through regulatory stages and technical evaluations, including analyses of potential impacts on vehicles and engines.
The progress of these discussions shows that combating fraud does not depend on a single solution.
While government agencies seek to restrict access to the raw materials used by clandestine manufacturers, companies are investing in authentication and tracking systems and in sharing information with authorities.
Even so, experts emphasize that no technology is capable of completely eliminating counterfeiting. Enforcement, police investigations, cooperation among companies, and the prosecution of criminal groups remain central to reducing the circulation of adulterated beverages.
“The concern with combating counterfeiting is an ongoing one, and that is the basis for this seal initiative, with the clear intention that incidents like this never happen again,” says Paula Lindenberg of Diageo.
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