APCOR, the Portuguese Cork Association and one of Europe’s leading organizations dedicated to promoting and enhancing cork as a natural and sustainable closure for the wine and premium beverages sector, has appointed MARCO to lead its communications strategy in Spain.
APCOR represents the Portuguese cork industry as a whole and actively works to strengthen the international positioning of cork, highlighting its contribution to wine quality, its high technical performance, and its positive impact in terms of environmental sustainability, rural development, and the preservation of unique ecosystems.
Cork is a 100% natural, renewable, and recyclable material that is deeply connected to wine culture. Its harvesting and transformation contribute to the preservation of cork oak forests, carbon dioxide sequestration, and the support of local economies, while meeting the sector’s growing demands for quality, innovation, and environmental responsibility.
In this context, MARCO will develop a communications strategy in Spain aligned with the project’s objectives, combining media relations, content creation, and digital activation. The project will involve several departments across the agency, including public relations and social media, with the goal of building a coherent, rigorous narrative tailored to the Spanish market. Implementation will be carried out in coordination with APCOR, AECORK, and ICSURO, organizations representing the cork sector in Spain.
The communications strategy will seek to reinforce the value of cork throughout the entire wine value chain, highlighting its role in quality, consumer experience, and the values that increasingly influence decision making across the industry and among consumers.
“We have been working for years to promote cork not only as an essential element in wine preservation, but also as a material deeply linked to sustainability, territory, and wine culture. At a time when both the industry and consumers are demanding increasingly rigorous and reliable information, communication plays a crucial role in conveying the true value of cork and its positive contribution throughout the entire wine value chain,” said Claudia Pimenta, Director General of APCOR.
For his part, Didier Lagae, Founder and Executive Chairman of MARCO, stated: “This project allows us to work with an industry that combines extraordinary cultural and environmental richness with a strong vision for the future. Our challenge is to build a solid and relevant narrative for the Spanish market that helps contextualize the role of cork in terms of quality, sustainability, and innovation, while fostering an informed and long term conversation.”
This collaboration forms part of a medium and long term communications strategy aimed at consolidating cork as a choice that aligns with the evolving demands of both the industry and consumers.