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US wine drinkers remain loyal to natural cork, but screw-caps slowly closing the gap, according to new report

The cork-centric view of the US market is gradually changing, as alternative closures, led by screw-caps, make inroads into certain categories of wine, according to latest Wine Intelligence research.

The Wine Intelligence USA closure report reveals that consumer affinity towards screw-cap has experienced significant growth in over the past 5 years: 22% of regular wine drinkers in America (those drinking wine at least once a month) are now happy to buy their wine with a twist top, making levels of consumer affinity comparable to synthetic cork for the first time – 24% say they like buying synthetic cork. However, natural cork holds on to its top status among consumers with 66% being fans of the traditional closure.

While the majority of American regular wine drinkers do not reject synthetic cork and screw-cap wines outright, they are still more likely to harbour either indifferent or negative attitudes towards these two alternative closures and the wines that are associated with them. Based on measures such as price perceptions and occasion suitability, this report finds that for consumers, natural cork remains the benchmark of a higher value product; screw-cap is still seen as lower value; and synthetic hovers somewhere in the middle.

Wine Intelligence’s Chief Operating Officer, Richard Halstead, explains: “In terms of attitudes towards closures, America stands apart from other high-value developed wine markets with its traditional attitudes. This is most likely as a result of the small proportion of adults who drink wine compared with other countries and a less evident push from producers and big retailers… Our tracking data shows screw-cap making steady upward progress in consumer perceptions, from a low base. We don’t rule out a “screw-cap revolution”; however a more likely outcome will be the arrival of screw-cap as a mainstream force in around 5-10 years’ time.”
The USA Closures Report is published by Wine Intelligence and available from the Wine Intelligence Reports Shop, priced at USD 800, EUR 640, AUD 800, GBP 500 or 1 Report Credit.*

Requests for purchase should be directed to reports-shop@wineintelligence.com

How the data was collected:
The data for this report was collected in July 2012 using quantitative research methods: Vinitrac USA, n = 2,005 adult US residents who drink wine at least once a month. Sampling strategy: interlocked quota, using Wine Intelligence calibration data. For full details on the methodologies used in Wine Intelligence research, please contact stefanie@wineintelligence.com

About Wine Intelligence Ltd:
Wine Intelligence is the leading research-led strategy consultancy serving the global wine industry. It conducts client-specific research projects to aid companies to gain greater insights into wine markets and wine consumers, and helps business leaders develop business strategy and marketing plans. The company also assists businesses in developing new brands, and in formulating and communicating marketing messages within the industry.
Contacts:
Richard Halstead, Wine Intelligence Ltd., +44 (0) 20 7378 1277 or richard@wineintelligence.com

Stefanie Forster, Wine Intelligence Ltd., +44 (0) 20 7378 1277 or stefanie@wineintelligence.com
Pour tout complément d’information sur ce sujet, veuillez contacter Jean-Philippe Perrouty (Directeur, Wine Intelligence France) par email jean-philippe@wineintelligence.com
Para recibir más información en castellano, pónganse en contacto con Natasha Rastegar: natasha@wineintelligence.com

For more information in Chinese, please contact Rui Su: rui@wineintelligence.com


Stefanie Forster
Marketing Co-ordinator

stefanie@wineintelligence.com
Wine Intelligence Ltd
T +44 (0)20 7378 1277
F +44 (0) 20 7403 4232
 

 

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