Cockburn’s, the UK market leader, will combine the launch of www.cockburns.com with a new campaign to show how port can accompany modern lifestyles.
Port sales have struggled in the UK over recent years as consumer enthusiasm for fortified wines in general has waned. Many port houses in their native Douro Valley have begun producing light wines in order to broaden their portfolios.
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.”
The brand’s website will build itself around the slogan ‘A Fine Disregard for the Rules’, and will suggest different serving ideas, such as Cockburn’s Light White port as an aperitif in a long glass with tonic, ice and fresh lemon.
Moorfield said the campaign “is designed to engage with a younger audience of 30-something men who are interested in quality food and wine matching”.
A competition on the website offers consumers the chance of a three-day trip to Douro, in return for 100 words on how they have attempted to drink port differently. The first 1,000 entries will get £2 off their next Cockburn’s purchase.