Judul : Naija Liquor adopts AI to tackle fake alcohol
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Naija Liquor adopts AI to tackle fake alcohol
The Chief Executive Officer of Naija Liquor, Joseph Aito, has announced the deployment of a groundbreaking artificial intelligence technology to tackle Nigeria’s escalating problem of counterfeit alcoholic drinks.
In an exclusive interview with The PUNCH, he explained how the company is using technology, consumer education, and supply chain collaboration to lead the fight against fake liquor while safeguarding public trust and product authenticity.
Founded less than a year ago, Naija Liquor has swiftly carved out a significant market share in Nigeria’s wine and spirits industry. The platform focuses exclusively on wines and spirits, deliberately excluding non-alcoholic drinks and soft beverages. It’s strategy prioritises premium products, authenticity, and rapid delivery.
“Our focus has always been clear: premium wines and spirits only,” said Aito. “We are building solid teams committed to solving pressing consumer needs around authenticity, product range, and delivery speed. Personally, my background in consumer goods, engineering, and business has given me comparative advantages that have contributed to our rapid growth.”
For Naija Liquor, the counterfeit alcohol crisis presents not just a business challenge but a public health emergency. As an e-commerce platform operating directly in this space, the company has witnessed firsthand the damaging effects of fake alcoholic products both on legitimate businesses and on consumer health.
“The pervasive issue of counterfeit drinks is a profound challenge that touches everyone,” Aito said. “People work hard for their earnings, and they deserve to buy genuine products. For Naija Liquor to thrive and earn consumer trust, we realised early on that we must lead the fight against this serious problem.”
Nigerians have a strong cultural affinity for beverages, from alcoholic ones like wines, spirits, and beers to non-alcoholic sodas, malts, and tonics. The country is Africa’s largest consumer of liquor, with the average Nigerian consuming at least eight litres per year.
Nigeria is also the continent’s biggest beer producer, with an annual output of 17.72 million hectolitres. However, the booming beverage market is shadowed by a growing counterfeit alcohol crisis, sometimes described as a pandemic. Although there is no official data quantifying how much alcohol in Nigeria is fake, industry insiders say the figure is alarmingly high. The results have been deadly, leading to kidney failures and, in many cases, death.
To tackle this issue, Naija Liquor has adopted a multi-pronged approach, placing consumer education at the core. The company has built a robust social media presence, sharing regular tips to help consumers identify authentic products. These include checking for label details, seal integrity, and subtle packaging inconsistencies.
“The goal is to empower the average consumer to become their own first line of defence,” the CEO stated. “We are already seeing results. There’s a noticeable increase in consumer awareness, and people are asking far more informed questions.”
In addition to public engagement, Naija Liquor advises wine producers and distributors on supply chain optimisation to reduce vulnerabilities. This involves tightening operational processes, enhancing product traceability, and adopting digital tools that make it harder for counterfeiters to infiltrate the market.
“Our focus is on the entire supply chain from the factory to the consumer’s hands,” he explained. “By closing loopholes, we protect brand reputation and ensure consumer safety.”
The company has also implemented a consumer reporting system for suspicious products, mainly via Instagram. Customers who believe they have received a counterfeit product can snap a photo and send it to the company for verification. Once authenticity issues are confirmed, Naija Liquor escalates the reports to the relevant authorities.
“It’s a collective effort,” the CEO said. “The more vigilance we have across the board, the harder it becomes for counterfeiters to operate.”
The most significant development in Naija Liquor’s anti-counterfeiting efforts is the deployment of an AI-powered scanning technology capable of verifying a bottle of alcohol’s authenticity in just five seconds.
“This innovation is something our entire team is immensely proud of,” Aito stated. “We’ve developed a technology that scans a bottle and definitively determines its authenticity in five seconds. It combines advanced scanning techniques, sophisticated chemometrics, the statistical analysis of chemical data, with cutting-edge artificial intelligence.”
The system analyses the liquid contents, the packaging, and the fine details of the product. According to him, this technology represents a revolutionary step forward, offering unparalleled speed and accuracy in detecting counterfeit goods.
“No significant innovation happens in isolation,” Aito added. “Our Research and Development team worked with several crucial partners to bring this to life.”
Key to this breakthrough was collaboration with global partners. Naija Liquor worked closely with a renowned German professor of chemometrics, who developed unique chemical signatures for each alcohol SKU. Quicklie Distribution supported the project by building an extensive back-end digital library cataloguing all legitimate wines and spirits available in Nigeria. Seta Field Services contributed by developing and optimising the machine learning models that power the AI system.
“These partnerships were absolutely critical to our success,” Aito said.
Despite the success of the technology, commercialisation presents its own set of challenges. Developing the AI system required significant investment, and the cost of deploying the technology remains a major concern, especially for smaller retailers.
“There is also the challenge of government agencies sometimes preferring traditional methods,” he noted. “Nevertheless, we are actively working to make the technology more accessible and affordable.”
Looking ahead, Naija Liquor’s vision is bold yet straightforward.
“Our goal is simple but impactful: to protect the integrity of the entire wine and spirits industry,” Aito stated. “We are committed to ensuring that every bottle purchased is authentic, that consumers can trust what they are buying, and that the supply chain remains reliable and transparent.”
By continuing to innovate, educate, and collaborate with stakeholders across the sector, Naija Liquor aims to set a new industry standard for trust and quality in Nigeria’s alcohol market.
“We want Naija Liquor to be synonymous with absolute trust and uncompromised quality,” he concluded. “We will continue to push forward relentlessly, dedicated to ensuring that every consumer can enjoy their liquor without any apprehension.”
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