Survey reveals consumers prefer screw caps

A survey of 6,000 consumers, undertaken by IPSOS to discover consumer preferences on wine and spirit closures has indicated that the majority prefer an aluminium closure, over other closure options, for its convenience.

The study, which took place in the US, France, Germany, Italy, Spain and UK, was commissioned by the European Aluminium Foil Association as part of its Aluminium Closures – Turn 360° marketing campaign.

The survey results also revealed that aluminium closures scored top when the consumers were asked about their preferences for re-closing a bottle of unfinished wine for later consumption. Four out of ten surveyed confirmed they had poured away wine from a bottle closed with a cork closure because it had been tainted or gone bad.

In markets where aluminium closures have a lower market penetration, the convenience offered by them is less understood. But even in these countries the majority responding accepted that aluminium closures offer a more convenient option for re-closing than corks or other types of closure. So it is clear consumers need to be offered more choice.

When asked to compare their purchasing intentions of the same bottle of wine with different closures, over one third said they would prefer to buy wine with an aluminium closure and a quarter said the type of closure would not influence their purchase.

At present only 30% of consumers connect complete recyclability with aluminium closures. This supports the industry’s continuing efforts to more proactively promote the advantages of recycling, as already in Europe more than 40% of aluminium closures are recycled.

Finally the survey showed that, amongst younger consumers and particularly females, there is a strong preference for aluminium closures.

As the market penetration grows across Europe and the US, EAFA expects that the figures in favour of aluminium closures will even grow further. This will increase pressure on the winemakers and retailers to offer greater choice in future, the association says.

22 March 2014 - Felicity Murray The Drinks Report, editor