Media Coverage

Wine Business Monthly: “Rating Consumer Views on Closures”

By Cyril Penn

The new Tragon closure study—where 94 percent of U.S. consumers favored natural cork and the closure used on a wine bottle was the most important factor in terms of the purchasing decision—also asked consumers to rate closures by usage occasions. Since Tragon conducted similar studies in 2004 and 2007, the results were trended over time. I don’t think there’s much, if any, research out there where consumers rated closures by usage occasion.

Natural cork was “most appropriate” for a dinner party, to give as a gift and for special occasions and all three types of closures were deemed “appropriate” for an every day wine at home, and at dinner with the family. It was a little surprising that screwcaps lost a little ground here while synthetics gained - I suppose consumers are getting more used to synthetics on popularly-priced wines. 

—Synthetic closures continue to be appropriate for every day occasions - they gained ground here - but were considered less appropriate for special occasions, gift giving and dinner parties than they had been in the 2007 study.

—The survey showed that consumer opinion of screwcaps changed, with screwcaps now being considered less appropriate for special occaisions, gift giving, and dinner parties than in 2007, and similar to 2004 levels.

Natural cork was “most appropriate” for a dinner party, to give as a gift and for special occasions and all three types of closures were deemed “appropriate” for an every day wine at home, and at dinner with the family. It was a little surprising that screwcaps lost a little ground here while synthetics gained - I suppose consumers are getting more used to synthetics on popularly-priced wines. 

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