Wine = romance. This rings true for so many wine drinkers. Part of the romance is the pop of the cork in a white table cloth establishment.
Given that consumers are enticed by that cork pop and the pomp and circumstance that comes along with ordering a nice bottle of wine, the industry needs to address how to deal with screwcaps. Many wines are heading in this direction. Though not cheaper than corks, even at a high volume, screwcaps offer a better closure as no air will seep into the wine unless the seal has been broken.
I've followed the articles on screwcaps over the past couple of years and there have been few tools I've seen that will attempt to overcome the perception that screwcap wine = cheap.
Yesterday I saw this article about a new tool called the Vimentis.
My first impression is that it also looks cheap. What it does have going for it is its cost (low) and the chance to brand it (perfect for wineries/restaurants.) Will this help the screwcap in the on-premise world? Maybe, maybe not. Consumers are very opinionated and maybe it's just that we need to give it time to catch on. I think that tools will help in an on-premise situation, but it's up to wineries, wine bloggers, wine writers and wine conneisseurs to keep promoting screwcaps when it makes sense and highlight the fact that great wines come in screwcaps.