Cork Is Most Desirable

Chinese are more likely to choose cork closures due to the perception that it denoted a more premium quality product, latest research from Nielsen has found. Carlos de Jesus, operational director of the InterCork program of the Portuguese Cork Association (APCOR) pointed out that wine is a popular gift for business or special occasions in China. “Consumers like to pick wines using cork stopper which are perceived as premium quality,” he said. De Jesus also pointed out that the price premium for cork closures was considerably higher, at around 32.8%, proving that Chinese consumers were more prepared to pay higher prices for wines with traditional closures.

The findings clearly validate the Chinese wine consumer preference for cork and their willingness to spend as much as EUR0 4.50 more on wines that feature such natural components in wine packaging, whether in domestic or imported wines,” he added.

The fact that the cork stopper is being highly regarded by Chinese wine consumers will make a tremendous impact on setting the market trend for closures amongst the international wine export countries,” de Jesus concluded. The Nielsen report was based on data from hypermarkets chains in 24 major cities in China, including Beijing, Shanghai, Guangzhou, Chengdu, Nanjing, Shenyang and Dalian.

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