Beverage Packaging / Vertical Markets / Latest Headlines

100% Cork launches campaign to help wineries gain market share with the use of cork

Selected wineries that use cork to be provided with range of powerful marketing tools to promote their brands

January 31, 2014
/ Print / Reprints /
/ Text Size+

100% Cork (, the movement to educate wine drinkers and wine makers about the social, technical and environmental benefits of natural cork, is launching a new campaign to show all wineries how they can increase their revenues and market share by sealing their bottles with natural cork. 

The campaign, which will be unveiled at this month's Unified Wine and Grape Symposium in Sacramento, will offer powerful marketing tools to wineries that prefer cork to help them promote their brands. The tools include access to the campaign's social media sites, including 100% Cork Facebook page with more than 60,000 followers, marketing collaterals and news media placements. 

A recent study by the Tragon Corporation, one of the wine industry's most respected marketing research firms, once again confirmed that consumers overwhelmingly prefer to purchase wines sealed with natural cork. Sixty-one percent of respondents expressed a preference for cork, compared to only 3% who preferred aluminum screw-caps. Research shows that consumers equate a bottle sealed with natural cork with better wine and better quality when compared to alternative closures.

"Despite consumer preference for natural cork, most wineries that use cork rarely inform customers of their choice of closure," says Carlos de Jesus, Global Campaign Director for the Portuguese Cork Association. "Our goal is to partner with wineries that use cork to help them promote this powerful but largely unrealized marketing advantage." 

Added Peter Weber, Executive Director of the Cork Quality Council: "We believe wineries that highlight their use of cork will find a warm reception among wine consumers. The story of cork resonates with wine drinkers and is a major factor in differentiating wine."

 Although many wineries have turned to artificial closures, particularly for cheaper wines, emerging evidence suggests that aluminum screw-caps are highly susceptible to damage that ends up adversely affecting wine. According to a study published recently in Wine and Viticulture Journal: "Screwcap damage is a significant issue and shown to be surprisingly high in retail at a level of 8.2% of screwcapped bottles. This is greater than the previous industry-wide problem of cork taint which led to the rapid change in closure type." Numerous studies indicate that only about 1-2% of bottles sealed with natural cork are tainted. 

Did you enjoy this article? Click here to subscribe to Food and Beverage Packaging

You must login or register in order to post a comment.



Image Galleries

2014 Beverage Breakthroughs of the Year

Beverage packaging innovations huff, puff and blow traditional packaging down.

Food and Beverage Packaging

FBP1214 Cover

2014 December

Check out the December 2014 issue of Food & Beverage Packaging, with features on the best new packages from 2014, produce packaging innovations, and much more!

Table Of Contents Subscribe

Robots in Packaging

How familiar is your company with packaging robots?
View Results Poll Archive

The Food and Beverage Packaging Store

M:\General Shared\__AEC Store Katie Z\AEC Store\Images\FBP\modified-atmosphere.gif
Modified Atmosphere and Active Packaging Technologies

Many factors are relevant in making the proper choice of food packaging material, including those related to shelf life and biodegradability.

More Products

FBP Buyer's Guide

2013 FBP Buyers Guide



Food and Beverage Packaging's Buyer's Guide provides a list of suppliers of food and beverage packaging solutions. 


 Facebook iconTwitter iconYoutube icon LinkedIn icong+icon

Clear Seas Research

CS-OflRGBhomepage.jpgWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.