Screwcaps boosted sales, says Aussie boss

14 May, 2010

Australian winery boss Bruce Tyrrell says screwcaps have been the “greatest thing that’s happened” for sales of his company’s fine wines.

He said sales of Tyrell’s premium Semillons – the company’s signature wines – grew between 25%-30% within?six months of the company abandoning natural cork in favour of metal closures.

Tyrrell told the recent Fine Wine 2010 conference that for Semillon, “the slightest hint of taint on a cork will stand out like a dunny on a ridge”.

He added: “With screwcaps there are no disappointments – and we can’t afford to have any. Fine wine has to be a great experience every time it hits the table.”?Tyrrell said Australian wine owed a lot to the UK market, but was now being “questioned on quality”. He added: “At £3.99, the price of good drinking wine is the same as it was 10 years ago. You can’t continue to maintain the same quality without a shift in price.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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