In a brand first, Cockburn’s Port has launched a fresh young range of mixable ports, with a new brand strategy and identity by drinks design specialist Denomination, which has studios in Austrlalia, UK and USA.
Cockburn’s parent group Symington Family Estates approached Denomination because it felt it was the right time to entice a new generation of fans with a fresh new approach.
“Denomination has brought a new level of exhilaration and fun to Cockburn’s,” says Charlotte Symington, senior marketing manager at Symington.
“It’s a strategic approach and design that works because it’s rooted in a deep understanding of the category and consumer challenges. It’s that knowledge that allows for bravery and adventure, while remaining authentic.
“Denomination’s attention to detail is second to none – every element has been carefully considered and is there for a specific reason.
“They helped us to present these new ports in a more approachable way, showcasing their versatility in a way that’s relevant for a younger demographic, and one that can be part of their day-to-day life all year round, in a casual, modern way.”
To achieve this shift, Cockburn’s says the new strategy and identity celebrates the brand’s innate irreverence and playfulness, with each variant telling its own story.
White Heights depicts Porto’s city-seaside life, with its iconic trams, statues, flora and fauna. Ruby Soho takes us to London’s louche West End, with burlesque dancers and jazz fans enjoying a retro port and lemon. And Tawny Eyes portrays maverick winemaker John Smithies, and a ship sailing from Porto to the London Docks.
The famous cockerel makes an appearance on each label in his guise as either a mixologist, jazz trumpeter or reveller, bringing the character of the brand and each variety to life.
And, in line with Symington Family Estates’ sustainability principles, the bottles are made from 100 per cent recycled glass, with labels fashioned from recyclable stock.
“We have created new stories for Cockburn’s to tell in order to reinvigorate a challenging market, make the brand appeal to new audiences, and boost growth,” explains Rowena Curlewis, CEO of Denomination.
“As a homage to the cockerel, we’re calling them ‘Tails of the Unexpected’. The different SKUs are fun and vibrant, but they also serve to make potential consumers curious, encouraging them to lean in and discover Cockburn’s for themselves – and start a lifelong love affair with port.”
