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Zork closure meets serious demands

Australian wine companies looking to attract consumers to new brands and lift sales of existing wine products must consider more innovative packaging solutions to create retail shelf 'cut-through'.

That’s the view of Zork Chief Executive Officer Mark McAllister, who says the competitive retail environment means winemakers should investigate new ways to differentiate their products.

Recently returned from the United States, Mark is celebrating a major order with one of the US’s most innovative wineries, Don Sebastiani and Sons.

Wine Enthusiast magazine’s 2005 Winery of the Year, Don Sebastiani and Sons is a negociant which produces 1.5 million cases of wine a year, most of them with quirky, memorable names and eye-catching labels which create 'super-brands' in consumer minds.

One of the fastest growing Californian wine companies, in the last four years they have received 27 'best buy' citations from Wine Enthusiast for their Smoking Loon, Pepperwood Grove, Aquinas Napa Valley, Fusée and Screw Kappa Napa bottlings.

The company also announced last year that it plans to graduate to non-cork closures on all bottles, across all brands, making it the largest wine company in the world to abandon the traditional cork closure completely.

Donny Sebastiani is excited about ZORK’s potential to capture US consumer attention.

“Everyone who opens the Zork on our Le Bon Vin de la Napa Valley has remarked in an overwhelmingly positive fashion,” he said.

“Wholesalers, retailers, consumers, even other wineries love the look, feel, sound and practicality of Zork and we have big plans to move ahead with this closure in the future,” Donny said.



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