April, 2006
The Right to Choose:
The Cork Campaign Looks to Retailers and Off-Licensees for Support
Wine consumers have a vast selection of wines to choose from when purchasing their wine. Why not give them the right to choose their type of closure as well? This April, the Portuguese Cork Association (APCOR) is looking for off licensees and wine retailers to join the campaign for cork to give customers the right to exercise their preference for a real cork.
As one of the key elements of the Campaign for Cork, kits will be distributed to 500 retailers or off-licensees throughout the UK. The kits will include materials such as neck collars (to be placed on wines with real cork), window stickers, posters and leaflets for retailers to display their support for cork. By labelling all wines with real cork with neck collars, APCOR is giving consumers the power to choose their wine closure.
“Research has shown that three out of four UK consumers prefer natural cork over other stoppers. Consumers attribute status to closures and are disappointed to find an artificial stopper when they open a bottle of wine,” said Elisa Pedro, Communications Director for APCOR. She adds, “Wine consumers clearly want to know the type of closure. Wine drinkers want information readily available on the type of stoppers in their wine when purchasing it, so they can make an informed choice.”
Through various activities utilising consumer and trade press as well as outdoor and online promotions, the Cork Campaign kicked off in March to promote positive aspects of real cork and reinforce the association between real cork and the best quality wines.
Founded in 1956, APCOR promotes the development of the Portuguese cork industry, manages the quality of Portugal’s cork production and champions the benefits of natural cork. Since Portugal is the world’s largest producer of cork, APCOR strives to help create solutions that may limit the cork industry from producing quality cork stoppers. APCOR is also commited to the environmental issues and works tirelessly through research and development to ensure future generations can enjoy the benefits of natural cork.
For further information contact:
Grasshopper
Hugh Taylor
Tel. + 020 7349 3030
Email. hugh@grasshopper.uk.com
