b'The new product presentation is a contemporary interpretation of vintage Cockburns labels from the early 20th century, combining a retro look with a more modern feel and a sleek new bottle. The rhyming couplets on the front labels resurrect the playful Cockburns humour whilst engaging and educating consumers about the wine. A new communications campaign is also being developed, which aims to update the modern Port moment for todays drinker. Cockburns Special Reserve has a confident new look, with its striking red cap and stands tall on the shelf, with its high elegant shoulders.It is a modern design yet plays tribute to its traditional roots, communicating the wines premium quality through the No. 1 featured proudly on the label as a reminder of this wines iconic status.Whereas the Special Reserve, Fine Ruby and Fine Tawny designs are more progressive evolutions which stay within the Port category cues, the new Cockburns White has been renamed Porto Branco and boasts a more creative and disruptive design. The redesign caters to the rise in popularity of White Port & Tonic that is attracting a different profile of consumer and achieving new Port listings in the on-trade. When the Symington family bought Cockburns in 2011returning the brand to family ownershipthey transformed the winemaking processes. Today the quality has been dramatically improved, with multiple wine critics stating that the brand is back on form with its latest Vintage Ports and with Special Reserve being the most awarded Reserve Ruby Port this decade. Fine Wine news from Fells 11'