Ninety-four percent of U.S. wine drinkers more likely to purchase wine with natural cork, with 93% saying that natural cork conveys high or very high quality, survey says
REDWOOD SHORES, California
December 1, 2011
– Natural cork remains the overwhelming choice for U.S. wine drinkers because it conveys higher quality than alternative closures, according to a recent survey by Tragon Corp., the Company announced today.
According to the survey, 94 percent of respondents said they would be more likely to purchase wine with natural cork. A nearly equal number, 93 percent, said that natural cork conveys high or very high quality.
"These results are remarkable because we rarely find such overwhelming agreement among consumers," said Rebecca Bleibaum, Tragon's Vice President, Sensory and Consumer Insights. "We consider 70 percent to be a powerful plurality, but 94 percent positive purchase interest is almost unheard of."
Other key findings included:
* Only 45 percent of respondents said they would consider purchasing wine with a screw-cap. Seventy-two percent said they would consider wines with a synthetic closure.
* For gifts, dinner parties and special occasions, as many as 90 percent of respondents said they would prefer wines sealed with cork. Sixty percent of respondents said wines with synthetic closures were inappropriate for gifts, and 78 percent indicated they would not consider giving screw-capped wines as gifts.
* Compared to similar Tragon studies conducted in 2004 and 2007, consumer opinion changed the most for screw-caps, with the closures having reached their peak of popularity in 2007. Compared to four years ago, the closure is now seen as less appropriate for all occasions.
* Half of respondents thought that wines with a screw-cap were of low quality. Only 11 percent indicated that screw-caps conveyed high quality.
* Synthetic closures have gained acceptance among consumers for everyday use, although respondents showed little preference for one closure over another for this category of use.
The web-based survey was taken by 347 consumers throughout the San Francisco and Chicago metropolitan areas in October 2011. The majority of survey participants have been enjoying wine for a minimum of a decade and consume it at least once a week. About half of the participants spend $9 to $15 on a bottle of wine but seldom spend more than $25. The survey was commissioned by the Cork Quality Council and can be viewed at http://www.tragon.com/news/.
With its headquarters in Redwood Shores, Calif., Tragon Corp. is a leader in sensory evaluation and market research the world over. The company's team of scientists, technologists and marketing specialists has pioneered many of the sensory methodologies considered industry standard today. Tragon is utilized for product research by seven out of 10 product manufactures around the world.