The use of a transparent vs. an opaque screw-cap closure significantly influences consumer preference for soft drink and bottled water brands. The study found that consumers prefer tinted, see-through closures to their opaque counterparts. The study involved 400 in-person intercept interviews with shoppers purchasing beverages at retail outlets. For the study, researchers set up a beverage cooler that contained an equal number of single-serve beverages with translucent closures and with original opaque closures. The researchers asked consumers to select a bottled drink as if they were purchasing it.