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Why we did not include the Vinventions alternative closures “study/survey” in our links

There was no supporting material and no compliance with credible survey practices. ( How to tell if a survey is credible).

The release contained no data that could be used to determine if this was a legitimate survey/study or simply an exercise in promotional marketing.

We sent the following email to the public relations firm that sent out the press release:


From: Lewis Perdue <>
Subject: Re: Consumer Perception Study: Vinventions’ Nomacorc Closure Associated with Luxury
Date: December 4, 2018 at 3:31:14 PM PST
To: <redacted> <>

Redacted name,

This could be useful, but does not conform to the standards of the American Association for Public Opinion Research (AAPOR) which sets basic standards for surveys. We only report survey research that is contains adequate information as required by the AAPOR.

For more details on what is required for proper reporting (and journalism background on this post’s author), please see: “How to tell if a survey is credible”

The news release, packed with over-the-top, self-congratulatory superlatives and unsupported assertions is reproduced in its entirety, below.
Nomacorc Reserva Closures and High-End Wines:
An Ideal Match for Consumers
– Top wine closure solutions provider, Vinventions, launches a study to understand the correspondence between Nomacorc Reserva & high-end wines in consumers’ minds –
ZEBULON, NC, USA, and THIMISTER, Belgium (Dec. 4, 2018) — Vinventions, the most comprehensive wine closure solutions provider worldwide, has conducted highly innovative and leading-edge consumer research to test in an unbiased manner consumers’ perceptions of its Nomacorc PlantCorc™ closures. The sole objective of the research was to help answer the question, “To what extent does such a closure conform to the qualities of high-end wines?” Alternative closures are often framed as being far less appreciated than natural corks, but is that really true? 
The research was conducted by Mind Insights, a scientific marketing organization within the Louvain University in Belgium. “We partnered with Mind Insights because of their ability to use scientific research methods that eliminate limitations and biases from traditional consumer research. While there is much propaganda in the wine market about the belief that alternative closures are associated with lower-quality wines, we wanted to see evidence of such widely spread assumptions through an unbiased research method. We presented them an entry-level synthetic closure, a Nomacorc Reserva closure and premium natural cork and analyzed their unconscious responses,” explains Dr. Stephane Vidal, Vice President of Brand Management and Enology at Vinventions. “Once limitations and biases were eliminated, consumers did not associate Nomacorc PlantCorc closures with low-quality wines. On a scale from 0 to 100 of premium/luxury awareness, they ranked it to be at 87 points,” he notes. This result is even more remarkable as the presented Reserva closure is three-times less expensive than the premium natural cork used in the study. 
“This result shows how these widespread assumptions about consumers’ perceptions are questioned when tested with scientific research methods. Mind Insights’ methods avoid self-report measures, in which consumers are explicitly asked to express their beliefs, or distorting consumers’ deliberate responses through social pressure and desirability effects,” saysRomain Thomas, Wine Marketing Solutions Brand Manager at Vinventions. “The tendency to answer questions in a manner that respondents believe is expected or will be viewed favorably misleads results,” he adds. As a result, the research showed that most consumers associate Nomacorc PlantCorcs with high-end and luxury wines. 
Reserva, the Nomacorc closure used in the research, is a bio-based PlantCorc closure made from renewable plant-based materials. Nomacorc PlantCorc closures are completely TCA-taint-free, offer bottle-to-bottle consistency with no breakage, and controlled oxygen transmission rates (OTRs) for luxury wines with extensive aging times. Thanks to the latest PlantCorc innovations, the Nomacorc closures by Vinventions have already attracted some of the most qualitative and iconic wineries around the world. 
For more information, visit
Vinventions was created in 2015 by family entrepreneur Marc Noël together with Bespoke Capital Partners, Heino Freudenberg and additional partners. Vinventions’ vision is to be the most innovative and most trusted global supplier of Complete Wine Closure Solutions to the still and sparkling wine industry. Since January 2015, Vinventions has acquired Nomacorc, Ohlinger Group and Syntek Bouchage and has created strategic partnerships with industry leaders such as Cork Supply (natural cork) and Alplast S.r.l. (screwcaps). This led to the creation of Vinventions’ Complete Wine Closure Solutions, which encompass Nomacorc (PlantCorcs), Syntek (synthetics), Ohlinger (natural corks), Vintop and Alplast (screwcaps), as well as Wine Quality Solutions (oenological tools and services) and Wine Marketing Solutions (marketing services and wine consumer insights). Today, Vinventions employs over 550 associates globally and operates seven production sites in USA, Belgium, Germany, France, Argentina, South Africa and China. Including Alplast wine closures, Vinventions protects every seventh bottle of wine worldwide with its closure solutions, making it the second largest wine closure supplier worldwide with strong organic sales growth in 2017. The leadership values of Vinventions are based on customer proximity, innovation, local entrepreneurship, open teamwork, sustainability and long-term responsibility. Find out more at