A recent report commissioned by The Portuguese Cork Association (APCOR) on data reported by Nielsen which analysed the top 1,500 wine SKUs in the UK[i] shows that natural cork sealed wines are continuing to rise in price compared to those closed with a screwcap, retailing on average at £3.04 more per bottle. The research shows a value increase of 29%[ii] for natural cork sealed wines versus a value increase of 10% for wines closed with screwcap over the last four years. The average price for a bottle of wine sealed with natural cork is £9.13 (2021) versus £7.05 (2017) and for screwcap is £6.09 (2021) versus £5.53 (2017).
[i] Nielsen MAT July 2021
[ii] Nielsen MAT July 2017 vs MAT July 2021
Both red and white wines with natural cork outperform market in driving value
In the case of red wines, bottles with natural cork have an average price of £9.05 per bottle compared to £5.96 for bottles with a screwcap. The average price for a bottle of red wine sealed with natural cork has increased by 26% since 2017 compared to the average price of a bottle of red wine closed with screwcaps which has increased by 13% since 2017[i].
The average price of white wine bottles sealed with natural cork is £9.20 compared to £6.23 for bottles of white wine sealed with a screwcap. White wines sealed with natural cork have seen an increase in price per bottle of 36% on 2017 compared to white wines closed with a screwcap which saw an increase of 13% on 2017.[ii]
[i] Nielsen MAT July 2017 vs MAT July 2021
[ii] Nielsen MAT July 2017 vs MAT July 2021
Millennials and LDA Gen Z show a preference for natural cork
Wine Intelligence recently reported that, in the UK, younger legal-drinking age (LDA) consumers show a preference for natural cork. CEO Lulie Halstead says “Generation Z in the UK is more likely to associate cork with quality and could consider screwcap sealed wines as less prestigious. Millennial respondents have also shown a preference for natural cork over alternatives such as plastic stoppers.”
João Rui Ferreira, Vice President of Portuguese Cork Association (APCOR), commented, ‘It’s really interesting to see consumers trading up, not just in terms of wine value sales but it seems that there is an inherent interest in opting for cork sealed wines particularly amongst millennials. Educating consumers and particularly millennials about the benefits of cork closures is one of our key aims and one of our recent UK activations has been our recycling partnership with Majestic to demonstrate to UK wine drinkers that natural cork is the best choice in terms of both quality and the environment. As a 100% renewable, 100% natural and 100% recyclable product, used wine corks have seen a second life in space craft, presidential gifts (including a collar for Barack Obama’s dog), high fashion – and much more besides. Natural cork oak forests also boast some of Europe’s greatest biodiversity and sustainable agriculture, retaining up to 14 million tonnes of CO2 a year. It’s wonderful to see UK consumers voting with the cash in their pocket as sales hit an all time high.”
Notes to Editors
APCOR calculations based in part on data reported by Nielsen for UK’s top 1500 wine SKUs, segment split by natural cork compared to other bottle openings (Brandbank defined) for the 52-week period July 2021, for the UK total grocery market.
