08/07/2026

In this interview, Peter Hladun discussed with IBWSS how wineries can choose the right closures and why sustainability, consistency, and supplier partnerships will shape the future of wine packaging.

Packaging is no longer simply about protecting the wine inside the bottle. For today's wineries, it plays an increasingly important role in preserving quality, communicating brand values, improving sustainability, influencing purchasing decisions, and supporting long-term profitability.

As wineries navigate rising production costs, evolving consumer expectations, and greater competition on retail shelves, every packaging decision—from closures and bottles to materials and formats—can have a lasting impact on both product performance and brand perception.

Image: Peter Hladun, Chief Executive Officer of Cork Supply North America (left).

Ahead of the International Bulk Wine & Spirits Show (IBWSS), we spoke with Peter Hladun, Chief Executive Officer of Cork Supply North America, about how wineries should approach packaging as a growth strategy, the biggest mistakes producers make when selecting closures, the role of sustainability, and the innovations shaping the future of wine packaging.

Here are his answers:

Why should wineries think about packaging as a growth strategy rather than just a production decision?

Packaging is often treated as something that happens at the end of the winemaking process, but I think that is a missed opportunity. Consumers are looking for reasons to engage with a product, and packaging is one of the first signals they receive about the wine, the brand, and the values behind it.

This is especially true with younger consumers, who are paying more attention to sustainability, format, occasion, and the overall experience of the product. I am not saying one packaging choice is always better than another, but I do think wineries need to recognize that packaging can influence whether a consumer feels connected to a brand.

The best wineries are not simply asking, “What does this cost?” They are asking, “What experience are we creating, and how does this package help us deliver that experience?” When done well, cost management and consumer engagement do not have to be in conflict. They can work together.

What are the biggest mistakes wineries make when choosing wine closures?

The biggest mistake is making the decision based purely on unit cost. I understand the pressure. Every winery is managing the cost of goods closely. But if the only objective is to find the lowest-cost closure, you can end up sacrificing things that matter much more over time, such as quality performance, consistency, service, supply reliability, technical support, and pricing stability.

Another mistake is assuming there is one closure solution that fits every wine. There is not. A natural cork, technical cork, screwcap, or other closure option can each make sense depending on the wine, the brand, the price point, the distribution model, and how the winery wants the consumer to experience the product.

I also think wineries sometimes oversimplify oxygen transmission. For example, assuming that the lowest OTR closure is automatically the best choice because it preserves the wine the longest is not always correct. It depends on the wine style, intended aging window, supply chain, storage conditions, and the moment when the consumer is expected to open the bottle.

How can the right closure help protect wine quality and strengthen a brand's reputation?

The right closure helps deliver consistency. That is the real goal. When a consumer opens a bottle, they should experience the wine as the winemaker intended.

Closures are a key part of that promise. A closure that performs consistently helps protect the wine, reduce variability, and support the reputation of the brand. If the consumer has a poor experience, they often do not separate the closure from the wine. They simply remember that the bottle did not meet expectations.

I think some of the best-performing brands in the market understand this. They are not necessarily using the cheapest products available. They are making choices that support quality, brand trust, and repeat purchase. Cutting costs in packaging may create short-term savings, but it can also push a brand into a red ocean where it looks and performs like everyone else.

What packaging and sustainability trends should wineries be paying attention to today?

Sustainability is no longer a side conversation. It is becoming part of how consumers evaluate brands, especially younger consumers.

I am probably biased, but natural cork and natural cork-based options have a very strong sustainability story and tend to resonate well with consumers. They are renewable, they support biodiversity, and they connect naturally with the heritage and authenticity of wine. The challenge is that consumers do not always understand the closure choice or the sustainability story behind it, so wineries have an opportunity to communicate that more clearly.

Beyond closures, wineries should also pay attention to lighter-weight glass, alternative formats, recycled materials, responsible sourcing, and packaging choices that fit different consumption occasions. Sustainability only works commercially when it also fits the brand, the channel, and the consumer experience.

What practical advice would you give wineries looking to improve quality while managing costs?

Be transparent with your suppliers. Tell them what you are trying to accomplish with the wine, the package, the consumer experience, and the target cost of goods. Too often, wineries hold their cards too close, and that limits the ability of the supplier to bring the right solution.

Most good suppliers have multiple options across different performance levels and price points. If we understand the constraints, whether that is cost, lead time, technical performance, sustainability, or brand positioning, we can help find the best fit.

My advice is to challenge your vendors to be true solution providers. Do not just ask them for a price. Ask them to help you solve for the full equation: quality, consistency, cost, availability, sustainability, and brand impact.

How should wineries decide which closure is right for different wine styles and price points?

It starts with understanding the intention of the wine. Is the wine meant to be consumed young? Is it expected to age? How long will it sit in distribution? What channels will it move through? Who is the consumer, and when are they likely to open it?

Some wineries want wines to be bottle-ready in a shorter period of time. Others are making wines that are intended to evolve over years. Those are different technical requirements, and the closure should support that strategy.

Price point also matters, but it should not be the only factor. The right closure decision should balance wine style, aging expectations, consumer perception, brand positioning, supply chain realities, and target cost. There is no one-size-fits-all answer, but there are very good solutions when those factors are discussed openly.

What innovations in wine closures and packaging are having the biggest impact today?

The biggest innovations are the ones giving winemakers more control, more consistency, and more confidence.

That includes closures with stronger performance guarantees, improved screening technologies, better oxygen management, and more consistent technical performance. These innovations help reduce the risk that the closure becomes a reason a consumer turns away from a wine.

The best innovations are not just about being new. They are about solving real problems for wineries: protecting wine quality, reducing variability, improving reliability, and supporting the brand promise all the way to the consumer.

How can packaging influence consumer buying decisions at retail?

Packaging is often the first conversation a wine has with the consumer. Before they taste it, before they know the story, before they understand the winemaking, they see the package.

A strong package can create interest, communicate quality, and help the wine stand out. I sometimes compare it to dressing well for an important meeting or a first date. You are putting your best foot forward. The package should reflect the quality of what is inside and speak clearly to the consumer you are trying to reach.

But it cannot just look good. It also has to perform. If the package attracts the consumer once, quality brings them back the second time.

[[relatedPurchasesItems-71]]

What do premium wineries do differently when it comes to closures and packaging?

Premium wineries tend to put quality first. They still care about cost, of course, but they do not let cost drive every decision.

They understand that packaging is part of the brand experience. The closure, capsule, bottle, label, and overall presentation all need to reinforce the positioning of the wine. They also tend to be more intentional about consistency, supplier relationships, technical performance, and how each packaging choice supports the long-term reputation of the brand.

The best premium wineries are not wasteful. They are disciplined. But they know where not to cut corners.

Looking ahead, what packaging trends will shape the wine industry over the next five years?

I think we will continue to see two major shifts.

First, consumers will keep pushing for more sustainable options. That does not mean every wine will move to one type of package or closure, but wineries will need to be more thoughtful and more transparent about the choices they make.

Second, wine will need to meet consumers on more occasions and in more formats. The industry cannot rely only on the traditional 750 ml bottle for every consumer and every moment. Different formats, different price points, and different consumption occasions will continue to matter.

Wine has an incredible ability to bring people together. It is social, emotional, and experiential. Packaging should help support that, not limit it. The wineries that win over the next five years will be the ones that protect quality, communicate value, and make it easier for consumers to engage with wine in ways that fit their lives.

Also Read:
'Relationships Win Bulk Spirits Deals': Bill Auxier on What Suppliers Need to Know
The Club Retail Playbook: Ryan Pandl of BJ's Wholesale on Private Label in 2026
Sitting On Bulk Spirits Or Excess Inventory? Time For New Partnerships.