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Cockburn's launches new website

Published:  23 July, 2008

Beam Global UK is launching its first-ever website for the UK's number one port, Cockburn's, as part of a 2m investment in 2008.

The website will launch in July and supports the new packaging announced last month (May) and encourages consumers to "break with the traditions of the category and drink port how and when they choose".

Cockburn's new positioning, "A Fine Disregard for the Rules", is introduced on the website and aims to "dispel traditional port etiquette". The rules and how to break them' section encourages consumers to include port outside the traditional cheeseboard accompaniment.

The website includes unusual food matching ideas such as Cockburn's LBV with rich, dark chocolate desserts or Cockburn's 10-year-old Tawny with seared swordfish and chorizo. It also suggests serving Cockburn's Light White port as an aperitif in a long glass with tonic, ice and fresh lemon.

Cockburn's brand manager Janice Moorfield said: "As the UK's number one port, it is our responsibility to lead the port category into the 21st century and encourage consumers to enjoy port on a variety of occasions, not just after a formal dinner with cheese.

"A Fine Disregard for the Rules' aims to challenge category conventions and inspire people to experiment with port rather than conform to traditions. It is designed to engage with a younger audience of 30-something men who are interested in quality food and wine matching."

The website offers the chance to win a money-can't-buy' three-day trip for two people to the home of Cockburn's port, hosted by Cockburn's master blender, Miguel Corte Real.

To enter the competition consumers must submit 100 words on their most inventive attempts to disregard the rules of port.

The first 1,000 entrants will receive a 2-off voucher redeemable against their next purchase of Cockburn's, and the winner will be announced on the website in October 2008.

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