According to a survey conducted by Demoskopea*, almost 60% of Italians are willing to pay more for a bottle of wine sealed with a cork closure

Milan, October  2011 - More than one year after the start of the Campaign in Support of Cork in Italy, a recent survey conducted by Demoskopea shows that more than half of Italians responding to the survey (57%), are willing to pay more for a bottle of wine sealed with a cork closure. This fact is remarkable considering the current difficult economic situation.

This data shows clearly that a wine with cork closure has a better image  (77%) and is considered of higher value (79%) compared to wine bottles sealed with alternative closures.

It also shows that cork stoppers are closely tied to quality perception in wine (74%) and to the ability to preserve that quality (71%).

The gesture of opening a bottle of wine, which commonly evokes a ritual full of charm and elegance, is also very much appreciated. Almost 90% of people interviewed declare that the ritual of opening and sniffing a cork stopper makes the wine drinking experience more pleasant.

Less surprising but nevertheless important is the fact that most people questioned in the survey affirm that cork conveys tradition (97%).

The market research also reveals that Italians know cork’s characteristics and are aware of the fact that by choosing a bottle of wine with cork they are protecting the environment. 83% of the sample is acquainted with the important contribution that the cork forests make to the environment by preventing desertification and reducing the risk of fire. Moreover, 65% of the interviewees are able to ascribe the right characteristics to cork namely: natural and quality. 90% know that cork can be recycled.

The partners of the Campaign in Support of Cork, Apcor – Portuguese association of cork producers,  Assoimballaggi/Federlegnoarredo, Rilegno, and the most important Italian companies manufacturing cork stoppers, are very satisfied with the results of the survey. For over a year they have been involved in communication activities carried with the aim of increasing the cork’s visibility and the awareness of its added value, in addition to it being the only natural solution to preserve wine.

*Demoskopea is the exclusive partner in Italy for Global NR, a network of independent survey institutes sharing the same quality standards and values, present in 21 Countries

THE CAMPAIGN IN SUPPORT OF CORK - INTERCORK

Launched in Italy and in 12 other countries in 2010, the Campaign in Support of Cork (INTERCORK) is promoted by APCOR (Portuguese Association of cork producers), Assoimballaggi/Federlegnoarredo and Rilegno together with Amorim Cork Italia, Colombin & Figlio, Sugherificio Ganau, Sugherificio Molinas, Mureddu Sugheri. The world’s cork production reaches 300 thousand tons per year and is concentrated in the Mediterranean area, and in particular in Portugal which produces 52,5% of the world’s total production. Spain produces 29,5%, Italy 5,5%, followed by Algeria, Morocco, Tunisia and France.

Italy is the third largest producer in the world, with 17 thousand tons of cork every year and manufacturing about half a billion of cork stoppers. The wine market, indeed, is the major “client” of the cork industry and absorbs 70% of its production.

The campaign, which includes several activities addressed to consumers and trade, is supported by very prestigious partners such as Slow Food Editore, Gambero Rosso and WWF.

Cork  protects  Taste, Charm and the Environment - www.ilsughero.org

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APCOR - Portuguese Cork Association

APCOR’s mission is to represent and promote the Portuguese Cork Industry, with more than 250 members, representing around 80 percent of the total national cork production and 85 percent of all cork exports. APCOR is also responsible for promotional activities, with added value to cork, on both a national and international scale, providing, in addition, an extensive Information Resource Centre on cork.

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