美国人愿意用软木塞付出更多的葡萄酒 - 尤其是在便宜的瓶子上亚搏电竞

Over the years, we’ve discussed plenty of studies (typicallyfunded by the cork industry) suggesting thatsealing a bottle with a corkas opposed to a screw cap createsa better wine drinking experience. Frankly, on apurely visceral levelthat’s hard to argue with — though at the same time, who hasn’t been viscerally ticked off when they want to open a bottle andcan’t find a damn corkscrew? Screw capshave other advantages as well. And yet, as a new study published in the Journal of Wine Economics found, Americans still believe the cork to be superior, at least when voting with their wallets.

A pair of researchers from Montana State University used grocery store sales data from over one million wine purchases from 2009 to 2012 in ten large U.S. markets and determined that American shoppers are willing to pay about $1 more on average (approximately an eight percent price increase) for wine with a cork. The study focused on wines under $30 in price “to more accurately evaluate decisions of consumers for whom seeking additional information about wine quality is likely more costly than the benefits derived from that information.” To put that another way, they wanted to look at people who might actually use how the wine was sealed as part of their decision-making process; if you’re buying a $100 bottle of wine, you probably wouldn’t suddenly change your mind because it has a screw cap.

有趣的是，作者还发现了带有软木塞的瓶子给出的高级价值，“价格较低的葡萄酒增加，而较昂贵的葡萄酒则减少。亚搏电竞这表明，对于相对低价的葡萄酒（对于这种价格），相对于销售价格，消费者几乎没有提供预期质量的亚搏电竞信息或高度不确定的预期质量信息。”

This finding is especially interesting on a practical level: If we assume that two average bottles of wine are of equal quality regardless of closure type, and people are paying a $1 premium for wine with a cork, then, in theory, spending that same amount on a screw cap bottle of wine would mean you’re getting a better value wine. Though if the average person also associates corks with better wine, showing up to a dinner party with a screw cap wine may leave people thinking your wine isn’t up to snuff. As a result, maybe when trying to impress your ill-informed friends, go with a cork, but when looking for a bargain to accompany a night in front of Netflix, go screw cap.