A Real Corqer
A discussion with Robert L. Anderson of Supreme Corq Inc.
When synthetic cork came onto the scene, critics said the new closures were a fad that wouldn’t last. But Kent, Washington-based Supreme Corq Inc., which began producing synthetic corks in 1992, seems to disprove naysayers: The company annually produces well in excess of 100 million personalized synthetic closures, made from food-grade thermoplastic elastomers that are often brightly colored, for more than 1,000 wineries in more than 30 countries. In fact, Supreme Corq is now the largest synthetic cork producer in the world. Robert L. Anderson, Supreme Corq’s president and CEO, recently spoke with Market Watch about the synthetic cork controversy.
Q: Though many believe that synthetic cork may lessen the likelihood of cork taint and oxidation, many in the industry decry its use for prestige wines. Why?
Anderson: In a tradition-bound industry like wine, change takes time. Until screw caps were introduced in the late-1960’s, no successful alternative for sealing wine and spirits bottles existed since the mid-1600’s. Today, wineries use and accept synthetic closures in wines at a variety of price points. We have customers around the world that use our synthetic closures in wines that range from $5 to more than $100 a bottle.
Q: How is Supreme Corq working to change this mentality?
Anderson: Our global market research indicates that a significant number
of consumers readily accept synthetic closures. Wine bottle closures are
generally a low-involvement item for the consumer. They are eager to get to the wine and they inherently trust the winemaker to make the appropriate choice of closure. We conduct seminars for potential winery customers. We also work with the leading wine research institutes and laboratories around the world to prepare and present papers at industry forums and conferences. In fact, I am enrolled currently in the wine MBA program at the Bordeaux Business School in an attempt to better understand the French market.
Q: Do you believe that alternative closures, including synthetic corks and screw-cap closures, will ultimately win out over cork made from bark?
Anderson: Given the increase in worldwide wine production, there is ample room in the market for a variety of closure options, including tree bark cork, technical cork, synthetic closures and screw caps. Technological advances have given winemakers a variety of closure choices that were not available even 10 years ago. Ultimately, winemakers want to deliver a quality-consistent bottle of wine to the consumer and they will select the best closure system that allows them to meet this objective.
Q: Refute this statement: The use of synthetic cork destroys the romance of wine.
Anderson: Rubbish! Synthetic [cork] allows the consumer to enjoy the ritual of removing a "cork" from the bottle, including the much-anticipated "pop." Synthetic closures allow the consumer to enjoy a more consistent bottle of wine, free from Trichloranisole (TCA) contamination, [which makes wines smell corked and musty]. After all, there is nothing romantic about opening any bottle of wine only to find that it smells moldy and TCA has rendered it undrinkable.
—Denise Schnurr
(C) 1997-2002 Market Watch, January/February 2003, M.Shanken Communications, Inc.
