Research by ADUK showed that consumers preferred the recognisable Coronet-style bottle, currently used by Cockburn’s Special Reserve, Fine Ruby and Fine Tawny.
The shape will be introduced across the core range.
All styles will also be given new livery, including greater use of gold on Cockburn’s Special Reserve label and more white on its Late Bottled Vintage. Jo Smith, brand manager for Cockburn’s at ADUK, said: “After extensive consumer research, it is clear that consumers do not yet fully engage with or understand the different styles of Port and their purchase decisions are mainly price-led.
“We felt that Cockburn’s was best placed to re-engage the consumer and help drive category growth through increased consumer focused activity and understanding.”
The Organic Spirits Company is launching an organic Scotch whisky called Highland Harvest (rsp: £15 for 70cl) to accompany its organic gin, vodka and rum products.
Mumm Champagne is the official Champagne of the Offshore Challenges Sailing Team for the next three years, cementing its four-year ties with Ellen MacArthur.
Guinness has launched a new web site designed by Carlson Digital, which includes details of the brand’s history, events, facts and figures.
South African brand Kumala is launching a CD of relaxing tunes. The CD will be up for grabs on its bag-in-a-box wines, exclusive to Sainsbury.
Appleton Estate Jamaica Rum branding will be seen on a fleet of 28 liveried taxis in London from the end of June. Cabbies will be able to advise on which bars stock the drink.
Finlandia Vodka will be a brand partner at The Big Chill music festival in August and will have its own cocktail tent.
Mum’s the word
guinness on line
Rum on the Run
big chill cocktails