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Cockburn's repackages entire port range

Published:  18 January, 2007

Cockburn's award-winning range of ports has undergone a major transformation, bringing one of the oldest port houses in Portugal firmly into the 21st century.

Beam Global UK is unveiling the new look for the UK's no. 1 port, as part of a 2 million investment to drive category value - making it more relevant to modern-day lifestyles.

The taller, sleeker packaging will be available from July across the on and off-trade and is designed to be more relevant and appealing to today's port drinkers. With its strong shoulders, contemporary label incorporating at a glance' tasting notes and simple food-matching suggestions, the new bottle will make the category easier to navigate and encourage consumers to experiment beyond the cheeseboard.

Cockburn's Light White port, 10-year old and 20-year old Tawny ports will now be packaged in 50cl clear glass bottles to encourage trial, educating consumers on the different styles. Consumer research found that 88% of respondents had a positive overall impression of the packaging compared to the norm of 60%.

Cockburn's brand manager, Janice Moorfield, says: "This radical new look breaks with category conventions. The new packaging will be appreciated by Cockburn's core consumers and also appeal to men aged 35+ who are interested in exploring the delights of food and wine-matching and seeking a new, premium drinking experience."

The Cockburn's range of ports comprises: Fine Ruby, Fine Tawny, Special Reserve (Pictured), Late Bottled Vintage, Light Dry White, 10-year old Tawny, 20-year old Tawny, Quinta dos Canais and Vintage.

Source: Beam Global Spirits and Wine