Preference: Cork Rules!

[Capn Jimbo]

Why cork is the preferred closure...

Like just about everything else in this world, marketing research prevails in what we see, what offers are made, what spirits are "created" and what we buy. Cork is no different.

Extensive marketing studies have proven that cork closures are perceived as having more value. A recent study of wines showed that corked brands represented 2/3 of the market leaders, enjoyed significantly higher annual growth (in fact, alternative closure share dropped slightly) and commanded an average price paid of $1.68 higher. The only price point where alternative closures held their own?

The lowest price category. In the case of wines, it was those selling for $6 to $9.

Alternative closures seemed to have one big advantage though, and that was in creating volume sales via price drops. A relatively small price drop created relatively large increases in volume. In the world of competitive marketing - where specials and promotions are common - this is a real advantage. Although lowering the price on corked bottles also resulted in volume increases, the gains were not nearly so dramatic.

Overall though, corked brands commanded better growth, higher prices and better stability.


And here's why...

Cork is simply perceived as better. It's a natural and traditional product, used for hundreds of years. It feels handmade. And it make that sexy, lovely rich "pop" that signals the beginning of a hopefully wonderful experience.

Alternatives lack all of these. They make the product seem manufactured and mass marketed. However acceptable plastic is in the rest of our lives, we just don't seem to want it in our quality beverages.

To be fair some of us like alternative closures.

These buyers believe that the alternative closures will preserve our rum better, won't dry out or crumble. Although there is some truth to that there is still a BIG case for cork - and a compromise solution - that hasn't been made here.

Curious? You should be. It's (here). Check it out...