New study: Wine with a screw cap increasingly accepted

Eisenstadt, 17 June 2025 - A groundbreaking innovation in the wine industry, the screw cap, has won the hearts of wine consumers. This finding is the result of an analysis of wine presentation in restaurants, carried out as part of Mareike Haag's Master's thesis in the International Wine Marketing programme at Burgenland University of Applied Sciences. A total of 220 people in Germany, Austria and Switzerland were surveyed.

Screw cap beats cork - at least in terms of perception

The key finding: contrary to common preconceptions, the screw cap was by no means perceived as inferior by restaurant guests when opened at the table. In a realistic experiment in which over 220 German-speaking wine lovers from the DACH region (Germany, Austria and Switzerland) took part, the wine quality was assessed after opening a bottle - either with a cork or a screw cap. The result: wine with a screw cap actually scored slightly better than cork in terms of quality perception, while wine with a screw cap was even rated higher than that with a natural cork among consumers with less wine knowledge - i.e. so-called "low involvement".

It's the presentation that counts

The quality of the service experience in the restaurant is also not negatively influenced by the type of closure.

Marketing expert Bettina König, together with programme director Marcus Wieschhoff and Christian Pfeiffer from Forschung Burgenland, has already published on the topic of "Wine closure types and consumer acceptance" and supervised the master's thesis.

Research with practical relevance

The current study impressively demonstrates the practical approach of the Burgenland University of Applied Sciences to research and teaching. "The Master's degree programme in International Wine Marketing has positioned itself very successfully for over 20 years with a clear focus on wine packaging and consumer behaviour. The fact that Master's theses such as Mareike Haag's address current issues in wine marketing and that results are presented at international conferences shows the high standards of scientific rigour and practical relevance that we live by at Burgenland University of Applied Sciences," emphasises programme director Wieschhoff.

The results briefly summarised:

1. screw cap scores points - even in a sophisticated ambience

Contrary to many expectations, wine with a screw cap was not rated worse, but slightly better than wine with a natural cork. The difference was statistically significant. The preconception that screwcaps are inferior seems to be crumbling in the upmarket catering trade in the DACH region.

2. service counts more than symbolism

Whether the service staff use a corkscrew or open the screw cap - the service experience itself was rated positively by the guests, regardless of the closure. The visual and verbal staging of the wine presentation is apparently more important than the sound of the opening.

3. wine knowledge changes perception

A particularly interesting finding: consumers with little wine knowledge ("low involvement") rated the screw cap significantly better than the cork. For them, uncomplicated access to the wine apparently counts more than a traditional closure. High-involvement consumers, on the other hand, showed no clear preference for one of the two options.

4 White or red? Closure beats colour

Traditionally, red wines are still increasingly sealed with natural corks. The study shows that consumers in restaurants do not expect red wine to be sealed with a cork. Whether the wine was red or white did not play a role in the quality assessment in a restaurant situation.

5. screw cap established in restaurants - but only if it is well presented

The study shows that the type of presentation is decisive. If the screw cap is opened with as much care and ritual as a cork, it loses its image as an "everyday solution". This is particularly true in the fine dining context.

6 No longer a necessary evil

The results of the study show that the screw cap - once perceived as an inexpensive or unconventional solution - is now a serious, high-quality alternative to the traditional cork. The decisive factor for its acceptance at the table remains the harmonious interplay with the service ritual. The context of enjoyment is just as important as the content in the glass - and this is precisely where the Burgenland University of Applied Sciences comes in with practical research that provides the wine industry with concrete impulses.

More about the programme and the opportunity to register for a remaining place here.

Enquiry notes: Mag.a Christiane Staab │ Marketing and Communication │ University of Applied Sciences Burgenland GmbH │ Tel: +43 (0)5 7705 3537 │ E-Mail: christiane.staab(at)hochschule-burgenland.at