Natural cork campaign promotes sustainable bottle closures in the US

The Portuguese Cork Association (APCOR) has launched a new campaign in the United States aimed at encouraging consumers to choose wine and spirits sealed with natural cork.

Titled "Drink Responsibly. Choose a Bottle with a Natural Cork.", the initiative seeks to broaden the concept of responsible consumption by highlighting the role of packaging materials alongside moderation. According to APCOR, the campaign focuses on the environmental credentials of natural cork and its association with premium beverage packaging.

The campaign will target both consumers and the drinks trade through digital advertising, out-of-home media, social media activity and strategic event partnerships across the US.

APCOR describes natural cork as a renewable and recyclable closure material that supports a circular approach to packaging. The organisation also highlights cork's role in the presentation of wine and spirits, noting its association with product quality and the consumer experience.

For generations, cork has been the gold standard for quality and sustainability in wine and spirits. We are empowering consumers to see that true responsibility extends to the bottle itself, making natural cork part of the responsible drinking concept.

Paulo Américo Oliveira, President of the Board of APCOR.

The campaign also draws attention to the environmental significance of Portugal's cork oak forests, known as the Montado. According to APCOR, these forests are harvested without felling trees, can sequester up to 14.7 tonnes of CO₂ per hectare each year, and provide habitat for more than 350 species of plants and animals, including endangered wildlife and migratory birds.

Through the campaign, APCOR aims to encourage consumers to consider natural cork as part of a more sustainable packaging choice, while raising awareness of its environmental and functional benefits within the wine and spirits sector.