Protect Brand Image: Robert Mondavi Winery

While smaller brands don’t have to worry much about knockoffs, legacy brands are leaning into NFTs as a way to protect their brand image.

Robert Mondavi Winery has also jumped on the NFT bandwagon, but is leveraging it in a whole new way. Rather than using it to expand their audience or build their brand, this well-established brand uses NFTs to protect their wine’s providence.

Worried about the growing marketing of knock off vintages, they partnered with artist Clay Heaton to create a collection of wines featuring porcelain bottles and NFTs to authenticate the wine.