Survey proves aluminium closures are top choice for consumers. But are winemakers and retailers getting the message?

March 2014. An in-depth survey of 6,000 consumers, undertaken by IPSOS*, to discover consumer preferences on wine and spirit closures has confirmed that the majority prefer an aluminium closure over other closure options for its convenience.

The study, which took place in five major European markets (France, Germany, Italy, Spain and UK) and the USA, was commissioned by the European aluminium closure manufacturers and suppliers who are members of the EAFA Closures Group, part of the European Aluminium Foil Association (EAFA).

Aluminium closures also scored top when the consumers were asked about their preferences for re-closing a bottle of unfinished wine for later consumption. Four out of ten surveyed confirmed they had poured away wine from a bottle closed with a cork closure which had been tainted or gone bad.

In markets where aluminium closures have a lower market penetration there is less understanding of the convenience offered by them. But even in these countries the majority responding accepted that aluminium closures offer a more convenient option for re-closing than corks or other types of closure. So it is clear consumers need to be offered more choice.

When asked to compare their purchasing intentions of the same bottle of wine with different closures, over one third said they would prefer to buy wine with an aluminium closure and a quarter said the type of closure would not influence their purchase.

At present only 30% of consumers connect easy and complete recyclability with aluminium closures. This supports the industry's continuing efforts to more proactively promote the advantages of recycling, as already in Europe more than 40% of aluminium closures are recycled.

Finally the survey showed that, amongst younger consumers and particularly females, there is a strong preference for aluminium closures.

As the market penetration grows across Europe and the USA it is expected that the figures in favour of aluminium closures will even grow further. This will increase pressure on the winemakers and retailers to offer greater choice in future.
*IPSOS is the world's third largest market research company with more than 80 offices around the globe.

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About the 'Aluminium Closures - Turn 360°' campaign:
The 'Aluminium Closures - Turn 360°' campaign provides detailed information on the many advantages of this state-of-the-art closure made of aluminium. The campaign is designed to appeal, in particular, to decision-makers in the wine sector, providing "food for thought" regarding resource-efficiency, sustainability and the recycling of aluminium closures. It is launched by the leading European manufacturers of aluminium closures organized in the European Aluminium Foil Association (EAFA) and supported by their suppliers. EAFA's members represent more than 80% of the global alu closures production for wine. Amcor Flexibles, owner of Stelvin®, the original aluminium closure for wine brand, is proud to be an active member of EAFA (European Aluminium Foil Association) Closures Group.

About Amcor Flexibles Europe & Americas
With 68 plants in 21 countries, Amcor Flexibles Europe & Americas, a division of Amcor, is a market leader and the world's largest supplier of flexible packaging. We deliver innovative packaging solutions and provide enhanced quality products for the food, beverage, pharma, personal care, medical and industrial markets. Its award winning approach towards sustainability makes Amcor Flexibles Europe & Americas the preferred partner for customers looking for responsible packaging solutions.

About Amcor
Amcor (ASX: AMC) applies art and science to create responsible packaging solutions that enhance the products people use in everyday life. With global leadership positions in flexibles and rigid plastics packaging, Amcor continually innovates to find new and better ways to protect essential products such as food, beverage, pharmaceutical, medical, personal and household goods. Headquartered in Melbourne, Australia, Amcor employs 27,000 people worldwide and has operations across 43 countries.

For more information, please contact:
Karen Quirchove
Marketing Communications Manager
Fresh, LED, Dairy & Capsules
Tel: + 33 6 07 11 22 86
Email: karen.quirchove@amcor.com
Andrés Del Solar
Sales Director
Capsules
Tel: + 31 6 13088171
Email: andres.delsolar@amcor.com