SCREW CAPS SURGE TO NEW HEIGHTS
U.S. wine with screw caps increased 24.6% in 2006 according to research released by ACNielsen at the Unified Wine & Grape Symposium last week. The latest scan data again shows strong growth, with screw cap closures winning market share as consumers learn more about the closure and overlook stereotypes.
According to ACNielsen, sales of wines with screw cap closures surged 24.6% in 2006, 2.3 times faster than the total 750 ml bottled wine category. 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 (U.S. food/drug/selected liquor markets), screw cap finished wines contributed to 4% of total 750 ml table wine sales for the 52-week period ending December 16, 2006.
"The burgeoning market for innovative closures is not about direct competition with natural cork," said Paige Poulos, founder of the Alliance for Innovative Wine Packaging (AIWP) and president of Paige Poulos Communications. "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 very healthy market dynamic."
According to ACNielsen, sales of wines with screw cap closures surged 24.6% in 2006, 2.3 times faster than the total 750 ml bottled wine category. 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 (U.S. food/drug/selected liquor markets), screw cap finished wines contributed to 4% of total 750 ml table wine sales for the 52-week period ending December 16, 2006.
"The burgeoning market for innovative closures is not about direct competition with natural cork," said Paige Poulos, founder of the Alliance for Innovative Wine Packaging (AIWP) and president of Paige Poulos Communications. "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 very healthy market dynamic."
posted at 2:31 PM
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