The importance of wine bottle closures in retail purchase decisions of consumers

This study examines the importance of different wine bottle closures, such as natural cork, synthetic cork, and screw tops, in the retail purchase decision of wine by millennials and baby boomers. By segmenting consumers in this manner, it is possible to better understand their preferences and aid wine producers and retailers in directing their marketing and advertising efforts. The results of this study indicate that the type of bottle closure impacts the consumers purchase decision differently, depending on the type of purchase—whether for personal consumption, gift giving, or special occasion. Wineries and retailers of wine will find that closure type does impact consumer perceptions and its relevancy to market segmentation.