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Women and young adults prefer screw-cap

January 17, 2012 by Laura Saieg | in Latest news, News

This conclusion was drawn from the last report released by Wine Intelligence, which also maintains that this kind of closures is gaining ground as a leading product in the United States and United Kingdom.

Wine Intelligence’s report also discloses that overall acceptance of screw-cap closures among American monthly wine drinkers —measured as the combination of those people who say they like them and those who are neutral about them— has risen to new high of 70%, up from 59% in 2008, suggesting that screw-caps are on their way to becoming a mainstream product in the world’s biggest markets for bottled wine.

Women, and consumers between 18 and 34, are most likely to find buying wine with screw-cap acceptable, while men and consumers between 45 and 54 years old are least likely to accept this alternative closure.

Despite the growth in screw-cap acceptance, natural cork retains its hold as the most liked closure for wine among American monthly wine drinkers, and synthetic cork also remains widely accepted, with both closures showing consistent levels of affinity and acceptance over the past 4 years.

A question of markets

In the case of United Kingdom, the acceptance of screw-cap closures has risen to 85% over tha past 8 years among the regular wine drinking population. This is compared with just 41% of wine drinkers who accepted the idea of this closure in 2003.

In the same period, affinity for screw-cap closures has gone from just 6% to 42%, according to the report from Wine Intelligence.

As in United Stated, the biggest drivers of acceptance appear to be female wine drinkers in their late 30s and early 40s, who buy wine regularly from supermarkets to drink at home. There is also strong support for screw-caps among younger drinkers who have recently entered the wine category.

Richard Halstead, COO of Wine Intelligence and author of the report, said: “This year’s consumer view on closures has fundamentally changed over the past 8 years. From a market that was actively sceptical –in some cases hostile– towards screw-caps, we now have a situation where they are the norm rather than the exception.”

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marco »22 Enero 2012 @ 23:46 pm |

…women young adults and me too! @MarcoEnoConsult

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