Cockburn’s revamps packaging across core Port range

Symington Family Estates has has rolled out a revamp of its core Cockburn’s Port range, as it celebrates the 50^th anniversary of its Special Reserve Port.

The brand, which was founded in 1815, has refreshed its Cockburn’s Fine Ruby, Fine Tawny, Fine White and its Special Reserve, taking inspiration from labels in its archive which date from the early 20th century, along with a sleek new bottle, to give a modern retro look.

Cockburn’s White has also been renamed Porto Branco and has undergone a more creative redesign to give it greater stand out on-shelf.

The company said the revamp reflected Port’s ability to bring people together, and draws on the drink’s rich history as an after-dinner tradition.

The new branding features two cockerels sharing a glass of Port, along with a new new strapline, ‘Welcome to the Family’, which nods to the company’s return to private ownership in 2010, when it was reacquired by the Symington family after years of corporate ownership.

Johnny Symington, chairman of Symington Family Estates said that sales of Special Reserve in the UK had grown by 99% since the family bought the Cockburn’s brand back.

“Despite Port’s well-known popularity at Christmas, our research shows that many people enjoy a glass of Port as a treat at the end of a good meal or hard day at work – 28% of UK drinkers have Port at least once a month,” he said.

Marketing manager Charlotte Symington said it wasn’t an exaggeration to say that the invention of Special Reserve in 1969 had transformed Port as it brought a whole new generation to the category.

“We are proud to be marking Special Reserve’s 50^th anniversary with this relaunch and we will be following it up with a series of activations aimed at engaging consumers with the exciting world of Cockburn’s Port.”

The rest of the Cockburn’s range, including the Late Bottled Vintage, and the 10 and 20-Year-Old Tawny Ports, are due for a re-launch in the months to come.