What does the public really think of cork closures? The answer is overwhelming, at least as far as this Nielson Company report states.
First, it should be noted this information is supplied by a press release put out by the cork industry. Still, the answer was a definite yes for cork.
Huge positive for …
Five major leaders in the wine business advertised over the holidays using cork to promote and endorse their product. These wineries saw a 6.4% rise in sales due to the cork marketing engagements. Conversely, 200 other major wines who advertised during the same period without any acknowledgement of cork, saw their sales drop 5%.
The reason they did this comparison and research was due in part to a report last year that stated:
“93% of U.S. wine consumers associate natural cork with higher quality wines, while only 11 percent believe wines sealed with a screw cap to be of high quality.”
Since wineries weren’t informing the public about their use of cork, there was an unknown. Therefore to prove the research correct, the advertisements were placed and the cork usage significantly made a difference with the consumer.
We’ve discussed the cork and screw cap debate and it is apparent the cork versus screw cap battle is ongoing and becoming more fierce everyday. With this latest campaign stated by the cork industry would suggests that more vintners will be letting folks know they are using cork over screw caps or other sealable containers.
Daryle W. Hier