Why do brands matter for cork?

: evidence on the role of brand in cork stoppers' consideration, trust, and purchase in the wine industry

Abstract

This thesis investigates the valuation and perception of cork stoppers across the wine industry’s value chain, focusing on stakeholders including wine producers, retailers, and consumers. Adopting a mixed-methods strategy, the research integrates qualitative interviews and focus groups with quan titative surveys and analysis. The descriptive research employed aims to discern which stakeholders recognize the importance of cork stoppers, the attributes they consider essential, and how these insights could inform the development of a brand targeting wine producers within the cork industry. The findings reveal that while wine producers place significant value on cork stoppers, retailers and consumers are less influenced by them. The study identifies crucial attributes that wine producers prioritize and the challenges they encounter, particularly regarding TCA (2,4,6-trichloroanisole) contamination, which undermines their confidence in cork stoppers. The results suggest that cork stopper manufacturers can capitalize on these insights to craft a brand narrative that emphasizes the identified attributes, potentially overcoming industry-wide issues such as TCA contamination. By fostering trust and reliability and focusing on the qualities valued by wine producers, the re search outlines a strategy for branding in the B2B market’s commoditized landscape. This approach underscores the potential for targeted branding efforts to redefine competitive edges within the cork industry, thereby strengthening the connection with the wine sector and reinforcing cork’s legacy.

Date of Award	25 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Miguel Torres Tavares (Supervisor)