Cockburn’s targets food lovers

Cockburn’s has announced fresh initatives for 2009 in a bid to highlight Port’s food pairing qualities. The brand’s owner, Beam Global UK, is investing £500K in the campaign as part of its drive to build value within the category and to open up fresh Port drinking opportunities.

Building on its slogan unveiled last year, ‘A Fine Disregard for the Rules’, Cockburn’s activities will target both trade and consumers. An on-trade campaign will encourage businesses to recommend Port as an accompaniment to dessert and cheese courses. Consumers will see Cockburn’s pairing up with a “well-known” chef and the brand will feature at a number of summer events.

Cockburn’s brand manager Janice Moorfield explained that the campaign is primarily aimed at male consumers in the 35+ age bracket. She added, “We will enhance the culinary journey of these food enthusiasts by introducing them to the delights of food and port-matching, making Cockburn’s an essential addition to their dinner tables.”

Gabriel Savage, 04.02.09