In 1999, two major synthetic cork brands were launched using a new extrusion technology that is still the standard in the industry. After 18 years, synthetics have roughly 20% of the wine bottle closure market. Screwcaps, too, are estimated to have as much as 20% market share, while other alternatives such as technical corks that combine fine cork particles, microspheres and glue are growing steadily as well. Alternative packages such as cans, kegs and bag-in-box also are growing. For the wine industry, this much change in 18 only years is considered “disruptive technology.”

By comparison, other industries innovate just a little more rapidly. In 1999, Dell Computer launched its top-of-the-line Latitude R400GT notebook computer featuring a battery life of two hours, 64 MB RAM, 6.4 GB hard drive, a CD-ROM drive, and weighing only 7.4 pounds for $3,098. Today, we can buy a much faster, lighter laptop with a better screen for about $600.

In 2017, we know all the wine closures I mentioned are commercially and technically acceptable. We also know that wineries have their preferences and opinions, which are based on their own experiences.

I interviewed five wine industry decision makers—winemakers, winery owners and a marketing manager—from coast to coast to learn why they use what they use to seal wine bottles. The five wineries represented make wines in a wide cross-section of styles, price points and locations, and target them to vastly different consumer groups.

Closure certainty for luxury wines