Cockburn’s launches ‘experimental’ Port range as its first ever DTC

Cockburn’s is targeting a new generation of Port drinkers with its influencer-friendly range of ‘experimental’ Ports.

If there’s one thing we’ve learned about Cockburn’s over the years it’s to expect the unexpected. The ubiquitous Port house likes to keep us guessing, and now a newly launched line of experimental Ports is likely to once again have us scratching our heads about how to pin down the fortified wine.

Tails of the Unexpected is geared towards pushing ‘Port appeal’ towards a new generation of drinkers. And there’s no denying it will look great on Instagram. Comprised of three funky, contemporary Ports – Ruby Soho, Tawny Eyes and White Heights – each of the new blends is produced in exclusive small batches and sports design-forward labels illustrated with elements such as Porto’s iconic trams. The bottles themselves are shaped like cocktail shakers.

Ruby Soho is a premium ruby Port bottled young to preserve its ripe red fruit character and made using grapes usually reserved for Cockburn’s best vintages. It’s designed to elevate the classic ‘Port and Lemon’ serve into something fresh and modern.

Tawny Eyes is a barrel-aged tawny Port, which rests in fine oak casks for a few years to balance the oak and fruit flavours. The brand suggests serving this one with ginger to complement its profile.

White Heights is a medium-dry white Port with tropical fruit flavours and light honeysuckle notes. With this little number, Cockburn’s is targeting the trendy market of ‘Portonic’ drinkers and earmarks a splash of tonic as the perfect pour.

“We believe the wines, the serves, and the packaging represent an exciting innovation for the Port trade,” said Rob Symington of Symington Family Estates. “It’s our first ever direct-to-consumer launch, and we want to engage a community of adventurous Port drinkers in Portugal and the UK with this new concept.”

To celebrate the launch of Tails of the Unexpected, Cockburn’s is hosting a street art competition in Porto, where participants decorate Porto’s historic trams, as well as putting on a series of secret gigs throughout the city.

UK pre-orders can be taken now and will be shipped within two weeks.