14 July 2005

SURVEY CONDUCTED BY CAMEL VALLEY ON  SCREW CAP/CORK CUSTOMER PREFERENCE

COPYRIGHT:  This research may be reproduced in full or in part provided Camel Valley Vineyard is credited.

INTRODUCTION

The arguments for and against screw caps and corks are well known within the wine trade almost to the point of tedium.  Most producers are happy to give the customer what they the producer thinks they should have.  But which type of closure would the average customer actually prefer to buy when given a straight choice and why?

AIM:  To establish customer preference proportions for screw cap or natural cork closure.

METHOD

During the winter of 2004 the GAI bottling machine at Camel Valley was modified by Vigo Ltd in conjunction with GAI.  The aim of the modification was to allow the closure change to be made in mid bottling run at the touch of a button.  Accordingly, 2004 Camel Valley Bacchus was bottled in part with either stelvin screw cap or natural cork. 

Camel Valley 2004 Bacchus was selected for the trial because it was the most expensive still white wine produced by Camel Valley at £9.45.  In addition, it had been awarded the United Kingdom Trophy for the best wine of the 2004 vintage and an International Wine Challenge bronze medal.

The two bottles looked identical apart from the closure and were displayed in the vineyard shop with a simple notice inviting the customer to choose between the 2 closure types.  No other information was given and no advice was offered.

CUSTOMER PROFILE

The customer profile spans the whole range at Camel Valley.

RESULTS

52% of customers selected screw cap bottles and 48% bottles with natural cork closures, showing a slight preference for screw caps.  However, the screw cap purchasers tended to buy in larger quantities accounting for 60% of the sales.

The reasons stated for the choice made were rarely those argued about in the wine trade.  Nobody used the words ‘cork taint’, although a very small minority had some idea that there was some sort of potential cork quality issue.  The biggest reason for selecting screw caps was simple convenience, followed closely by the ‘New World’ association.

The most common reason given for selecting cork was that the wine was an intended present and the purchaser was unshore of whether the recipient would appreciate a screw cap.  Some bought screw cap bottles for themselves and cork sealed bottles as presents!

None said that they would not have made the purchase had they been offered only the other closure to the one they selected.

PRACTICAL ASPECTS

From an ease of wine making standpoint there is no comparison.  With screw caps there are no leaky bottles (2% with cork) and no corresponding soiling of the remaining bottles, no need to stand the bottles upright after bottling saving one days labour per 4000 bottles, no capsules to apply because they are part of the screw cap and no taint.  Reductivity can be a problem if not dealt with prior to bottling.

One important proviso though is that the bottle must be of sufficient weight and good design to carry a screw cap off without looking cheap.  An absolute minimum seems to be a 560 gm bottle.

CONCLUSION

The majority of the public is not aware of the trade discussion on cork taint, tradition, sustainability, and the relative technical merits of the screw cap and cork debate.  None has heard of an egret for example! 

The public appears ready for screw caps on English wine, and a small majority actually prefer screw caps when given a straight choice.  Those selecting screw cap closed bottles tend to buy 20% more.

The issue of the convenience of screw caps is a major factor. 

Technically, screw caps are much easier to deal with but greater emphasis must be put on design and bottle weight.

BOB LINDO

Camel Valley Ltd

Tel: 01208 77959

email: bob@camelvalley.com