| CQC Web Reprint |
Title |
|
June 2007 |
| Publication | Wine Business Monthly |
| Writer | Curtis Phillips |
Excerpts From: Wine Business Monthly Closure Survey - June 2007
Consumer Acceptance and Perception
When respondents were asked to rate the closure types for consumer acceptance, they rated natural corks most highly (Chart 4). This result was almost exactly in line with previous surveys and consistent with recent consumer research. In discussing recent consumer research, Tragon vice president Jane Robichaud noted that, "The U.S. market is very different from the others. In the U.K. and Australia, the acceptance of screw caps and synthetics is greater, while in France and the U.S. natural cork is still the closure of choice."Respondents' ratings of consumer acceptance for technical corks were significantly lower than for natural corks. Robichaud noted that her research indicated that consumers didn't differentiate between natural and technical corks. This would seem to indicate a discontinuity between Robichaud's consumer research and winemakers' perception of consumer acceptance.
Chart 4 also indicates that winemakers think that consumers are increasing their acceptance of screw caps. Robichaud's research seems to support this impression. "[W]e have seen an increase in acceptance of both synthetic and screw cap closures."
