U.S. wine sales with screw cap closures increased 24.6 percent in 2006, according to research released recently by ACNieslen at the Unified Wine & Grape Symposium in Sacramento.

In a joint winemaking and marketing/public relations panel focused on wine closures and acceptance in the marketplace, Paige Poulos presented the latest 52-week ACNielsen research sales data on screw cap closures. The latest scan data again shows strong growth, with screw cap closures winning market share as
consumers learn of the closure’s inherent value based on quality control and convenience.

ACNielsen found white wines, imports and wines priced $8 to $11.99 to be the most developed within the screw cap segment. Grossing $191.9 million in retail off-premise sales, screw cap finished wines contributed to 4 percent of total 750 ml table wine sales for the 52-week period ending Dec. 16. “The burgeoning market for innovative closures is not about direct competition with natural cork,” said Poulos. “This is about diversification and convenience, creating new opportunities for the enjoyment of wine as an everyday beverage, and expanding the market. In the immediate future, we see traditional packaging continuing to thrive, with screw caps and other innovative closures seeing widespread consumer acceptance. This is a healthy market dynamic.”

Poulos is the founder of the Alliance for Innovative Wine Packaging and president of Paige Poulos Communications.
St. Helena Star