APCOR launches first UK marketing campaign in six years

Jo Gilbert

The Portuguese Cork Association (APCOR) is a launching major new marketing drive in the UK to promote the benefits of cork.

The campaign is the first in six years for the organisation, and is part of a multi-million pound international investment, which will see activity run in ten global markets including the UK.

The campaign will launch in the UK this month, with an emphasis on the benefits of cork including its environmental credentials and its ability to preserve the natural characteristics of wine.

 

Despite the huge impact of screwcaps on the market since the 1960s and the concerns around contamination, cork continues to lead the industry in the beginning of 2017.

Every year, 18 billion glass bottles are filled with something worldwide. According to Carlos de Jesus, head of marketing and communication at cork producer Amorim, 12 billion of those are closed with cork.

The UK campaign will use a combination of social media, print advertising, PR and also an educational campaign, which will engage with key opinion formers.

João Rui Ferreira is the chairman of APCOR, which represents the world’s largest collection of natural cork suppliers.

“Cork is a premium and unique product, and wines stopped with a cork offer a higher profit margin to retailers and licences.

“Through engaging with consumers with this campaign, we will increase their preference for wines stopped with a cork, in turn helping the trade to take advantage of the profit opportunity cork stoppers present,” he said.

 

 

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