Beam renovates Cockburn's ports
Cockburn's has repackaged its range of ports in a bid to appeal more to younger drinkers and to draw new consumers into the category.
New-look bottles will feature brief tasting notes on front labels - such as "vibrant with berry flavours" for Fine Ruby and "light with toffee notes" for Fine Tawny - and food-matching and cocktail suggestions on the back.
The redesign notably sees white port move from 75cl green glass to 50cl clear glass, which is hoped to encourage trial. The 10 Year Old and 20 Year Old tawnies have also moved into clear glass. The back labels also tell customers how long they can keep bottles open or unopened.
The new look and its launch campaign - focused around individual retailers and PR activity - represent a £2 million project that brand owner Beam Global has been working on for the past year.
"Successful industry is about change, and if it is not changing it is dying," said Cockburn's director general
Miguel Côrte-Real. "
We think this project will make port more relevant and appealing ."