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The Portugese government, through Apcor, is funding a $30+ million dollar campaing to promote cork around the world. They've seen corks closure marketshare fall over the last twenty years, assailed by syntheics and screwcaps.

More from Decanter.com

The cork industry is preparing a €20m advertising campaign using cork's 'scientific background' to convince the public of its benefits.

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--> From April 2010 to June 2011 the Portugese, via Apcor, the Portugese Cork Association, will run promotions via TV, radio, press, wine fairs and the web.

'We want to convince the public with the help of the scientific background', Jean-Marie Aracil, the French spokesman for the campaign said.

Apcor will also launch a recycling programme for cork stoppers through partnerships with restaurants, supermarkets, storage facilities and recycling plants.

Twelve million euros have been earmarked for the UK, France, Germany, Italy and the United States. Each country will run its own campaign, with the common message that cork is a traditional but innovative and sustainable industry.