The holiday season is in full swing, and so are holiday get-togethers. What’s the go-to hostess gift? Or the easy present for that friend or relative that’s hard to shop for? A nice bottle of wine, of course.
But when you head for the wine shop, you’ll encounter something that will likely affect your choice. And, that “something” has a broader lesson for marketers, too.
What, No Wine Cork?
Imagine you’re carefully selecting a bottle of wine to bring to a holiday party. You find the perfect bottle, boasting an impressive 94-point rating from Wine Spectator. But as you reach for it, you notice something unsettling: it has a screw top. Do you hesitate? If you do, you’re not alone.
Many consumers, even those who aren’t wine snobs, experience a twinge of doubt when confronted with a screw top. That’s especially true when selecting a bottle to give as a gift. The truth is, both screw caps and natural corks can effectively preserve wine, even for extended periods of time.
Wine Corks Vs. Screw Tops: The Science
While oxygen exposure is crucial during the early stages of winemaking, too much oxygen after bottling is a bad thing. It leads to oxidation, harming the flavor and turning the wine an unappealing shade of brown. Screw caps excel at keeping oxygen out and essentially eliminating any risk of post-bottling oxidation.
Natural corks, while not entirely airtight, typically allow only a minimal amount of oxygen to enter over time. Occasionally, though, they create an off-flavor. When that happens, the wine is referred to as having been “corked.” This never happens with screw tops.
So, screw tops eliminate both the chance of oxidation and the possibility of the wine being corked. But there’s a persistent psychological bias against screw tops, even in the face of scientific evidence.
Wine Cork Psychology
So, if screw caps are so effective, why do we still seem to prefer cork? The answer lies in the counterintuitive world of consumer psychology, where perception often trumps scientific reality.
For centuries, natural corks have been synonymous with tradition, quality, and a touch of ceremony. Pulling a cork is a ritualistic act, signaling a special occasion. And when it comes to gifting, we want to convey thoughtfulness and generosity. A screw top simply doesn’t carry the same symbolic weight.
Wine marketers understand and expertly leverage this deep-seated psychology. They carefully craft their branding and packaging to evoke specific emotions and associations. A natural cork, especially on a premium bottle, sends a powerful signal of quality and prestige. It plays into our expectations, leading us to believe—and even taste—a difference that may not exist objectively.
Neuromarketing and consumer behavior research provides compelling evidence of these subconscious influences. Numerous studies have shown that:
- Consumers readily pay more for wine sealed with a cork. In some cases, this premium can reach nearly 20%.
- The sound of a cork popping triggers a much stronger emotional and cognitive response than opening a screw cap. This distinct sound creates a sense of anticipation and excitement, setting the stage for a more pleasurable experience.
- Our brains don’t simply taste wine; they experience it. Sensory input, preconceived notions, and contextual cues all intertwine, shaping our overall perception and enjoyment.
When Extra Effort Is a Good Thing
I spend a lot of time explaining why friction, i.e., unnecessary effort, is bad for business. Clearly, a screw top entails much less effort than a cork. Twisting off a metal cap is a consistently easy experience. In contrast, struggling with a corkscrew, perhaps dealing with a broken cork, straining cork fragments out of the wine… that’s a lot of friction. Normally, customers would gravitate to the easier customer experience.
But, sometimes extra effort adds value to the product. In my conversation about wine corks with behavioral science expert Richard Shotton, we discussed how effort can influence people’s perception of value. I suggested that the association between cork and expensive wine, rather than the effort of opening the bottle, might be the primary reason people perceive corked wine as tasting better.
Shotton acknowledged the role of expectation shaped by price, citing research by Baba Shiv that show people enjoy wine more when they believe it’s expensive. However, Shotton also highlighted a study by Charles Spence that attempts to isolate the effort variable. This study found that when people uncorked the wine themselves, their perception of the taste improved more than if they just heard the wine being uncorked or unscrewed by someone else.
So, perhaps the sommelier should just deliver the bottle and a corkscrew to the table? Maybe not… That would likely be a bit too much effort, and diminish the luxury aspect of the experience.
What Marketers Can Learn From Wine Corks
These findings extend far beyond the realm of wine corks. The psychology of packaging plays an important role in consumer decision-making across a wide range of industries. Brands must carefully consider how their packaging choices influence perception, especially when targeting a specific audience or occasion. Whether it’s the tactile feel of a luxury product’s box or the reassuring weight of a well-designed bottle, sensory details can significantly impact brand perception and purchasing behavior.
Understanding these subtle but powerful psychological factors is essential for any brand seeking to connect with consumers on a deeper level. By aligning product design, packaging, and messaging with consumer expectations and desires, brands can uncork a more compelling experience.