Amorim plans Helix push for 2015

Amorim is stepping up the promotional push for its Helix twist-open natural cork after reporting a positive early reaction to this innovation.

The Portuguese-based cork producer unveiled Helix at Vinexpo last year and has since been working in partnership with glass bottle manufacturer Owens-Illinois to encourage wine producers worldwide to adopt a closure that Amorim described as “a game changer”.

Claiming that “the next 12 months will be a key test” for the product, Amorim will embark on a series of roadshows in its focus markets of France, Spain, Italy and Portugal, as well as releasing a video showing potential clients how to adapt their bottling lines “easily and inexpensively” to accommodate Helix.

So far nine bottling lines across these target markets have been adapted for the closure. Among the producers to adopt Helix are Tuscany’s Castellani, which sells its organic wine Toscano Santa Lucia in the US through Trader Joe’s; Alentejo winery Ervideira, which is using the closure for two of its wines; and France’s Val d’Orbieu, which has switched to Helix for its Cuvée Mythique.

Commenting on the progress made so far, Amorim’s marketing director, Carlos de Jesus, stated: “Consumer and professional reaction to Helix has surpassed our initial expectations and represents a great basis to continue our work towards sustainable, premium image, wine packaging innovation.”

He continued: “That reaction also implies additional responsibility from our side towards the wine trade – strengthening our commitment towards our clients, and also our client’s clients”.