Screw cap increasingly accepted for wine
A few years ago, this was unthinkable, as a recent study now shows
A groundbreaking innovation in the wine industry, the screw cap, has won the hearts of wine consumers. This finding is the result of an analysis of wine presentation in restaurants, carried out as part of Mareike Haag's master's thesis in the International Wine Marketing course at Burgenland University of Applied Sciences. A total of 220 people in Germany, Austria and Switzerland were surveyed.
Screw cap beats cork - at least in terms of perception
The key result: contrary to common preconceptions, the screw cap was by no means perceived as inferior by restaurant guests when opened at the table. In a realistic experiment in which over 220 German-speaking wine lovers from the DACH region took part, the wine quality was assessed after opening a bottle - either with a cork or a screw cap. The result: wine with a screw cap actually scored slightly better than cork in terms of quality perception, and among consumers with less wine knowledge - i.e. so-called "low involvement" - wine with a screw cap was even rated higher than that with a natural cork.
It's mainly the presentation that counts
The quality of the service experience in the restaurant is also not negatively influenced by the type of closure. "Our research shows that in the high-end restaurant sector, the type of closure is increasingly losing emotional weight - as long as the presentation surrounding the opening is right. It is precisely this presentation that is decisive for perception - not the cork or the closure per se," explains Bettina König, marketing expert and supervisor of the study.
Marketing expert Bettina König has already published on the topic of "Wine closure types and consumer acceptance" together with Marcus Wieschhoff, head of the degree program, and Christian Pfeiffer from Forschung Burgenland and supervised the master's thesis.
Research with practical relevance
The current study impressively demonstrates the practical approach of the Burgenland University of Applied Sciences to research and teaching. "The Master's degree course in International Wine Marketing has positioned itself very successfully for over 20 years with a clear focus on wine packaging and consumer behavior. The fact that Master's theses such as Mareike Haag's address current issues in wine marketing and results are presented at international conferences demonstrates the high standards of academic excellence and practical relevance that we live by at Burgenland University of Applied Sciences," emphasizes course director Wieschhoff.
A brief summary of the results
1. screw cap scores points - even in an upscale ambience
Contrary to many expectations, wine with a screw cap was not rated worse, but slightly better than wine with a natural cork. The difference was statistically significant. The preconception that screwcaps are inferior seems to be crumbling in the upscale gastronomy of the DACH region.
2. service counts more than symbolism
Whether the service staff use a corkscrew or open the screw cap - the service experience itself was rated positively by guests, regardless of the closure. The visual and verbal staging of the wine presentation is evidently more important than the sound of opening.
3. wine knowledge changes perception
A particularly interesting finding: consumers with little wine knowledge ("low involvement") rated the screw cap significantly better than the cork. For them, uncomplicated access to the wine apparently counts more than a traditional closure. High-involvement consumers, on the other hand, showed no clear preference for either option.
4. white or red? Closure beats color
Traditionally, red wines are still increasingly sealed with natural corks. The study shows that consumers in restaurants do not expect red wine to be sealed with a cork. Whether the wine was red or white did not play a role in the quality rating in a restaurant situation.
5. screw cap established in restaurants - but only if it is well presented
The study shows that the type of presentation is decisive. If the screw cap is opened with as much care and ritual as a cork, it loses its image as an "everyday solution". This is particularly true in the fine dining context.
6. no longer a necessary evil
The results of the study show that the screw cap - once perceived as an inexpensive or unconventional solution - is now a serious, high-quality alternative to the traditional cork. The decisive factor for its acceptance at the table remains the harmonious interplay with the service ritual. The context of enjoyment is just as important as the contents in the glass - and this is precisely where the Burgenland University of Applied Sciences comes in with practical research that provides the wine industry with concrete impetus.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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