ing: environmental and social factors," Howard said. "In five years time your Ascot (horse-racing event) going consumer will be choosing lighter glass," he claimed.
For young Japanese consumers, he said, the choice might be a PET bottle, but either way choices would be driven partly by the retailer and partly the media. As an example he cited the Guardian newspaper's campaign to save the lynx by buying wine with corks, thus helping save the cork forests where they live. That campaign is linked to a long argument in the wine world about using corks versus screw caps.
Antonio Amorim, chairman of the world?s largest cork manufacturer, Corticeira Amorim, said that after losing sales to synthetic corks and screw caps, the cork industry needed to improve its communications strategy. "Corks are 100 percent recyclable, the only problem is how to collect them," he said. "What I see however, is everyone talking about the environment, and everyone using aluminium.
Even organic wines are going under screw cap," he moaned. Amorim was astounded to see French supermarkets allegedly misinforming customers by telling them screw caps were an eco-friendly option, because cork meant felling trees. Also up for discussion at Vinexpo was the problem of brand identification, with 30-year-old Guillaume Halley, for instance, taking a revolutionary sales step for a French producer by declassifying one of his chateaux in order to create one simple wine label, instead of two.
Halley, owner of two Bordeaux-classified growths -- a mark of quality and prestige - now has just Chateau La Dauphine. It helps that he runs two supermarkets and comes from a family which holds a majority stake in Carrefour, the world's second biggest retailer. "I see consumers every day and decided I needed a simpler strategy," he said. "One wine, in greater volume - 100,000 bottles a year -- under one name." "It was difficult to do this," he said. "But quite simply,Page: 1 2 3 Related medicine news :1
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