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June 2007
Retail Sales Analysis: Screw Caps Flummox Wine Industry
by Mary-Colleen Tinney
For several years, screw caps have been touted as being "the next big thing" in wine packaging. Proponents celebrated its "superior" qualities versus other closures and were enthusiastic about its prospects for success. Now, according to The Nielsen Company research, there are more brands than ever before under screw cap, its market share has doubled since March 2006 and sales have increased dramatically--but that doesn't seem to be the whole story. Screw cap success is multi-layered and depend...
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