While high-profile cases like Rudy Kurniawan’s million-dollar counterfeits grab headlines, the real story of wine fraud runs much deeper—and far more widespread. From everyday bottles to rare vintages, counterfeit wine is infiltrating the market at an alarming rate, costing the industry billions and eroding consumer trust.

Beyond the Big Names

Rudy Kurniawan, once dubbed “Dr. Conti” for his prolific Domaine de la Romanée-Conti forgeries, may be the poster child of wine fraud, but he’s far from the only player. Hardy Rodenstock’s infamous “Jefferson bottles” and other scandals have spotlighted the issue, yet experts warn that fraud is now rampant at all levels—from budget brands to prestige labels.

William Edgerton, founder of Wine Auction Prices, notes that many counterfeiters operate on a smaller scale, targeting wines like Penfolds and Jacob’s Creek. Even whiskey rings have emerged in regions like Rioja, showing that no category is immune.

Pandemic Pressure and Online Vulnerability

The COVID-19 pandemic accelerated online wine sales, creating fertile ground for fraud. With fewer in-person inspections and reduced vetting due to travel restrictions and layoffs, counterfeiters have seized the opportunity to flood the market with fake bottles.

Maureen Downey, founder of Chai Consulting and WineFraud.com, estimates wine fraud costs the industry around $3 billion annually. She highlights not just counterfeit labels, but also misrepresented vintages, fake investment schemes, and damaged wines being sold as pristine.

How Experts Spot the Fakes

Detecting fraudulent wine requires forensic-level scrutiny. Professionals use UV flashlights to examine label paper, sniff for artificial stains (like tobacco or tea), and inspect corks and capsules for inconsistencies. Even the shape of a punt or the embossing on a bottle can reveal deception.

Some telltale signs include:

• Labels with incorrect paper composition or suspicious discoloration.

• Corks with smudged dates or unusual branding.

• Bottles with incorrect formats or markings for their claimed vintage.

• Capsules made of modern materials on supposedly older bottles.

Experts maintain proprietary databases of label details, ink types, and bottle specs to cross-reference authenticity. If a 1947 Cheval Blanc glows under UV light, it’s likely a fake—since “ultrawhite” paper wasn’t used until 1957.

Buyer Beware: Due Diligence Is Key

Fine wine merchants like Kristie Petrullo Campbell of Blacksmith Wines emphasize the importance of vetting sellers and inspecting provenance. Her team visits cellars, evaluates storage conditions, and often purchases entire collections to reduce the risk of one-off fakes.

Lauren McPhate of Tribeca Wine Merchants warns that the gray market—legal but secondary channels—poses risks, especially with auction houses that protect seller identities. Buyers must take responsibility for verifying each bottle’s origin.

No Wine Is Too Ordinary to Fake

Frank Martell of Heritage Auctions reminds us that fraud isn’t limited to rare vintages. Even mass-market wines like Jacob’s Creek have been counterfeited. A warehouse filled with fake Sassicaia labels proves that diligence is essential at every price point.