The roll-out of a new multilingual website www.aluminium-closures.org marks the start of the pan-European promotional campaign which is specifically designed to improve awareness of the benefits of aluminium closures for wine, offering a comprehensive information resource for Editors, Industry Experts and Consumers.
The campaign, driven by leading manufacturers of aluminium closures and delivered through the European Aluminium Foil Association (EAFA), presents aluminium closures as an intelligent and economic alternative to other closure systems. Aluminium closures offer many benefits in taste and quality, sustainability and recycling, convenience, technology, cost efficiency and design.
Providing easy-to-grasp information and the latest scientific findings regarding sustainability, the aluminium closure industry takes a clear path in demonstrating its superior characteristics.
Franco Bove, Chairman of the EAFA Closures Group explains: “Aluminium closures are a ‘seal of quality’, not just from the viewpoint of the wine’s flavour, but also in terms of sustainability, convenience and cost efficiency. This is the core communication of the campaign”.
The extensive 360° campaign is designed to appeal in particular to the decision-makers in the wine sector, with the EAFA wanting to highlight the progressive trend of the high-performance aluminium closure. In the last ten years, the number of aluminium closures for wine worldwide has grown rapidly, reaching around 4 billion in 2011.
The information portal www.aluminium-closures.org is backed up by a comprehensive press-relations package for technical, special interest and topical media as an integral part of the promotional campaign.
“There is an ever-growing awareness of the many benefits and quality-enhancing properties of the aluminium closure in the industry itself and in the marketing and product-design sectors, too. With the comprehensive content that we are making available to the industry via this campaign, we hope to encourage an objective, unblinkered reappraisal of this closure form, one that is truly sustainable in all respects,” says Franco Bove.
The ‘Aluminium Closures – Turn 360?’ programme is now up and running with the launch of this website and will be backed up by dedicated press and public-relations activities throughout Europe during 2013.