Packaging Innovation
Why the best wine packaging design calls for a cork screw
February 9, 2018

Why the best wine packaging design calls for a cork screw

While consumers do love their glass of wine, they won’t just settle for any old wine packaging with a classy sounding name on the label. The best way to spot a quality wine, according to them? The type of closure tells all. No less than 97 percent of U.S. consumers are convinced that the best wine packaging designs feature a cork screw, for several reasons.

It’s what makes wine packaging ‘pop’

Opening a bottle of quality wine is something most consumers like to reserve for special occasions. More specifically, a joint study by the Cork Quality Council and the Portuguese Cork Association (APCOR) reveals consumers look forward to the ritual of opening a bottle with a natural cork closure because they feel the popping sound of the cork adds a distinctive touch to the moment of consumption. Reading tip of the day: What if plain packaging rules applied to alcoholic drinks?

A cork screw seals a sense of heritage

Exuding a sense of heritage in the eyes of the consumer, wine sealed with a cork is also believed to be conducive to wine aging and the quality of the wine in general. With that in mind,
  • 91 percent of consumers prefer natural cork at restaurants,
  • 93 percent opt for natural cork when purchasing wine as a gift,
  • and 86 percent bring wine sealed with natural cork to dinner parties.

The best wine packaging is sustainable

Why the best wine packaging design calls for a cork screw Surprisingly, even though consumers are increasingly concerned with reducing their carbon footprint, sustainability is not among their list of reasons for preferring natural cork screws. Hence, Executive Director of the Cork Quality Council Peter Weber feels that in the era of climate change it is in wine manufacturers’ best interests to help consumers understand and appreciate the sustainable qualities of natural cork: “Cork is a 100 percent renewable and sustainable natural resource, harvested every nine years without damaging the tree,” he explains. “Education about natural cork’s environmental and social benefits is becoming more and more of a focus, and we still have work to do to fully engage the public on this topic.”   Inspired by Packaging Strategies