B/R/S Study Reveals Screwcap Closures Making Inroads with Wine Purchasers.

SAN RAFAEL, Calif. -- While U.S. wine consumers still prefer traditional cork, there is growing acceptance of screwcap closures, particularly among frequent wine drinkers and those who have already tried screwcap bottles.

These are among the key findings from research conducted by the B/R/S Group, a San Rafael-based marketing research and consulting firm that has studied wine consumers for the past 25 years. The recent study investigated consumer attitudes toward new forms of wine packaging.

Nearly a quarter of wine drinkers reportedly have purchased a screwcap bottle in the past three months. Trial was highest among those who drink wine more than once a week. "This is very good news for the industry," said Marc Engel, Head of the B/R/S Wines practice. "These wine drinkers tend to be more knowledgeable about wine and are resources for their friends, an asset of particular importance to an industry so reliant on positive word of mouth."

Another positive sign for wineries was that consumers who reported that they had purchased a screwcapped wine in the past three months were much more favorable toward screwcaps than those who had not. Previous purchasers were:

--Six times more likely to be extremely or very interested in buying (another) wine with a screwcap

--Five times as likely to serve a wine with a screwcap at a formal dinner party

--Half as likely to think that a screwcap cheapens the image of wine

"Familiarity with screwcaps -- and other alternative packaging -- breeds acceptance, not contempt," said Engel. "The challenge, however, is to change attitudes to encourage trial among those thus far resistant to change."

Screwcaps are still stigmatized by down-market imagery and associations, despite the proven benefits of screwcaps and the introduction of screwcaps wines by such prominent wineries as Kendall Jackson, R.H. Phillips, Hogue Cellars, Bonny Doon, Sebastiani and Corbett Canyon.

For example:

--Nearly three-fourths of wine drinkers said they would not serve a wine with a screwcap at a formal dinner party or bring it as a gift

--64 percent said a screwcap cheapens the image of wine, and 59 percent said it takes the romance out of wine

--Only 19 percent of wine drinkers said a screwcap would be acceptable on a wine priced at $15 or more

"Wineries must explode the myths behind the 'screwcap' stigma, many of which they themselves have perpetuated," said Engel. "A traditional-looking bottle sealed with a natural cork has long been the mark of legitimacy, and any departure from that made people question the quality of the wine. Many wine consumers need 'permission' to brand out beyond that sacrosanct image."

Substantial numbers of wine drinkers, particularly women and those under 40, reported having problems that screwcaps address, such as difficulty keeping the wine fresh and resealing it if they don't finish the bottle. The majority of these consumers said that they would drink wine more often if these problems were fixed. Yet, consumers don't necessarily think of screwcaps as the answer.

The study found that most wine consumers think the industry is moving away from natural corks primarily to save money rather than to improve the quality of wine or the wine-drinking experience. "The challenge is to actively communicate that the proven benefits of screwcaps and other alternatives outweigh any perceived departure from tradition and romance," Engel said. "Once they convince consumers of that, people won't snicker when a friend says, 'Let me unscrew this great bottle of wine.'"

Survey Background

The research was conducted among 509 table wine drinkers from June 28 to July 1, 2004, using a leading online national research panel. The demographics were matched to the U.S. wine-drinking population. Half the sample drank wine at least once a month (what the industry calls 'Marginal' Wine Drinkers) and half at least once a week ('Core' Wine Drinkers). All purchased wine primarily in 750 ml bottles.

The full report on the study, available in August, will cover such topics as:

--Reactions to, and experience with, screwcaps and synthetic corks

--The acceptability of different closures at different price points

--Problems consumers have with cork and the impact that remedying these problems might have on consumption

--Experience with, and the appeal of, smaller bottles and different packing materials (e.g., wine in a box)

--Demographic and behavioral differences

For more information about the study or how to purchase a copy of the report, contact Marc Engel at 415-526-2047 or [e-mail].

About B/R/S Group

B/R/S Group (www.brsgroup.com), a marketing research and consulting firm based in San Rafael, Calif., has been conducting research in the wine industry since 1979. B/R/S Group has broad and deep experience in new product development, branding, packaging, naming, positioning, competitive threat analysis, market segmentation and consumer trend analysis. Its approach to research blends observations, inquiries and ideas that incorporate psychological, sociological and anthropological perspectives into qualitative and quantitative techniques.