SYSTEM ONLINE
PENFOLDS IP MONITORING · TWE × CHAMPION · FY18–FY27
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OFFLINE CASES
CH
Global Overview
Executive intelligence across offline enforcement, online takedowns and the intelligence database.
DATA REFRESHED · FY18–FY27
Offline Enforcement Trend
Targets vs seized bottles by fiscal year
Marketplace Takedowns
FY18 – FY27 · 52,675 listings removed
Suspects & Judicial Outcomes
Detained / arrested / bail / sentenced
Social Media Takedowns
FY21 – FY27 · 34,742 links removed
Intelligence Database
413,454 elements accumulated · three core streams
Geographic Distribution FY18–FY27
Top 5 Provinces
Leading provinces by case count · select fiscal year
ALL YEARS
Key Observations
One-line insight per chart · FY18 – FY27 review
Offline IPR Protection
On-the-ground enforcement: targets, seizures, target types, geographic distribution and suspects.
SOURCE · datasets2.xlsx · datasets/raids
Targets & Seized by Fiscal Year
Target qty (bar) · seized bottles (line)
Case Value
AUD per fiscal year
Province Breakdown
Fiscal year distribution by province
ALL YEARS
Target Type Distribution
Share of target types by fiscal year
Suspects by Fiscal Year
Detention · surveillance · arrestment · bail · sentence
Case Trend by Month
Seasonality across the fiscal year
Distributor Risk Profile
Regulatory watch-list categories
High-Risk Distributors
High-Risk distributors · newest fiscal year first
| Type | Distributor / Supplier | Risk | FY |
|---|
Online IPR Protection
Digital enforcement across marketplaces, social media and new channels. Source: TWE FY18–FY27 review.
SLIDES 10–17 · 19
Marketplace FY18–FY27
Marketplace Takedown Trend
Listings removed · 52,675 in 10 years
Infringement Type Breakdown
Marketplace by infringement category
Brand-Level Takedowns
Share of brand takedowns by fiscal year
FY26
Trend
Marketplace takedowns climbed 13.7× from FY18 to FY26 (834 → 11,450), with the steepest acceleration in FY25–FY26 as online enforcement scaled.
Shift
Trademark infringement led FY18–FY23 (>50% share), but copycats took over from FY25 — reaching 78% of marketplace takedowns in FY26.
Focus
Penfolds remains the dominant enforcement target — surging from 602 to 11,279 listings (18.7×). Wolf Blass and Rawson's Retreat lead the remaining brands.
Social Media FY21–FY27
Social Media Takedowns
Links removed · 34,742 in 7 years
Infringement Type Breakdown
Social media by infringement category
Shift
Trademark infringement on social media dropped from 85% to 9%, while copycats (trademark similarity) rose to 59% and became dominant.
New
Copyright infringement surged in FY26, driven by expanded monitoring to new scenarios such as decanters and celebrity co-branded products.
New Channels & Programs FY26
Food Delivery Platforms
Launched Sep 2025 · Meituan · Ele.me · JD Delivery
25
Provinces covered
33
Cities covered
3,288
Links removed
Pre-Promotion Monitoring
Scan & clear before sales peaks
Proactive
Special monitoring launched in September cleared 427 historical listings. The subsequent decline shows a successful shift from reactive to proactive enforcement.
Test Purchase Program
Orders by platform · genuine vs counterfeit
Test Purchase Monthly Snapshot
Monitored listings and counterfeit rate
| Month | Monitored | Orders | Counterfeit | Genuine | Counterfeit Rate |
|---|---|---|---|---|---|
| Dec 2025 | 13,386 | 32 | 20 | 12 | 62.5% |
| Jan 2026 | 15,438 | 27 | 21 | 6 | 77.8% |
| Feb 2026 | 12,713 | 16 | 11 | 5 | 68.8% |
| Mar 2026 | 15,925 | 24 | 18 | 6 | 75% |
| Apr 2026 | 17,379 | 38 | 23 | 15 | 60.5% |
| May 2026 | 18,934 | 45 | 36 | 9 | 80% |
| June 2026 | 14,601 | 27 | 23 | 4 | 85.2% |
| July 2026 | 18,965 | 51 | 47 | 4 | 92.2% |
Insight
Counterfeits are spreading across channels — test purchase must expand. Two high-risk patterns (same sender across stores, identical batch numbers) await offline investigation.
Copycat Monitoring Aug 2025 – present
Copycat Top 10
New copycat brands by takedown count
Intensified
Since August 2025 monitoring was intensified by increasing scan frequency and broadening keyword criteria.
Scale
213 new copycat brands identified, resulting in 2,211 takedowns since August 2025.
Intelligence & Database
Comprehensive multi-source intelligence foundation for brand protection.
SLIDE 24
Intelligence Elements by Year
Three core streams · FY18 – FY26
Composition
Share of total intelligence
Intelligence-to-Action Pipeline
413,454
Intelligence Elements
Unified 360° platform integrating all monitoring streams.
87,475
Investigative Clues
Generated over 9 years from reports, historical cases and third-party databases.
98
Raided Targets
Clue-to-case conversion on the ground.
52
Enforcement Cases
52 cases closed from intelligence-driven actions.
Foundation
Our intelligence system combines broad industry monitoring with targeted case depth — making enforcement both comprehensive and strategic. This paves the way for predictive analytics and proactive brand protection.
Next
Intelligence-to-action pipeline is delivering sustained results. FY27 focuses on optimizing AI detection models, expanding digital surveillance to live streams, and deepening enforcement strategy.
Case Analysis
Browse offline case records by type, region and year. Click a row for full details.
SOURCE · datasets/ (raids · follow-ups · tasks · distributors)
Case List
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| Ref | Name | FY | Province | City | Target Type | Volume | Date |
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