Cockburns Tails of the Unexpected Port

How to reinvent port in consumers’ minds and bring innovation to the category? To take Port out of its comfort zone: to be bold, in a world of old. To introduce a cool, modern and disruptive interpretation of port crafted for cocktails, to a new, younger consumer. To have a sense of warmth, wit, and irreverence. To be accessible, not stuffy. To break category rules. To inject storytelling. To be modern but respectful of its past. To be artisanal and craft. To be sustainable.

Using Cockburn’s distinctive brand asset of the cockerel as the hero of the pack, the brand’s innate irreverence and playfulness is celebrated through detailed illustrations that vary per variant. Each illustration contains a cacophony of ideas and creativity that brings to life the influences, origins and stories that inspired each blend.

In line with Symington Family Estate’s sustainability pledge, we chose glass that is 100% recycled, with the shape like a cocktail mixer to underline the product’s use in cocktails.

Cockburn’s Tails of the Unexpected is sold primarily on premise in order to cement itself into the cocktail category. Bar presence is therefore very important, and the bright energetic illustrations stand out in a bar environment.