Screw-off ... caps that is!
07/22/2004
Interesting article about screw-caps on Wine Spectator. Seems that wineries have been experimenting with screw-caps as a way to reduce the incidence of cork taint in their wines
Hogue Cellars, one of the largest producers in Washington, has joined the rising tide of wineries that are switching to screw-caps, after completing an in-house study examining closure alternatives.
I don’t know about you, but for me, one of the mystiques of enjoying wine is the ceremonial aspects of uncorking the bottle. Of course there are times when I want just-a-drink but there are moments when the tradition of uncorking a bottle of wine adds to the anticipation of the first sip. Anticipation! Ah... Slowly but with finesses and elegance the cork is removed. It is presented for inspection. And then and only then is the first taste poured. Divas, this could be the start of a magical, romantic moment.
Okay, enough of the romance. Let's get down to marketing. After listening to Jack Trout last week, couldn't help but wonder what his take would be regarding this change in traditional packaging. What does a screw-off wine cap say to you? College days? Street people? Airline wine? Does it change your perception about the product?
Does something as simple as how you open a bottle of wine impact your perception of the value of the vino? Now think...same product. Would you expect to pay the same for a bottle with a screw-top as you would for the wine with a cork closure? Or would you anticipate it would cost less? Would twisting off a metal cap influence your experience with the brand?
Remember the Coke fiasco in the '80's? After millions of dollars spent on research, it was determined that consumers liked the taste of "new coke" better than the taste of original coke. What's a company to do? Out with the old and in with the new? You betcha. However, the Coca Cola Company, for all it's marketing brilliance, forgot one teeny, tiny aspect of branding. The emotional attachment of consumers to the brand. Consumers' passionate out cry is what makes case studies and marketing professors had material for how not to do it.
"The simple fact is that all the time and money and skill poured into consumer research on the new Coca-Cola could not measure or reveal the deep and abiding emotional attachment to original Coca-Cola felt by so many people . . . " Donald Keough (then the company's President and Chief Operating Officer).
The wine industry has information about consumers' reaction to the new type of closure. Research conducted by Wine Intelligence reveals that about 52% of American wine drinkers reject screw-caps. Are wineries playing Russian roulette with their brands?
"Uncorking wine is a bit like applying lipstick, I decided. It's sort of inconvenient, but I sort of like it." Carol Emert, San Francisco Chronicle. Damn...wish I said that!
Perhaps I'm just a bit of a snob, but wine makers please don't take my corks away!
A Diva Cue from General Colin Powell - "If you are going to achieve excellence in big things, you develop the habit in the little matters." What "little things" have you changed, thought were insignificant, but impacted your customers' experience with your brand?
