The UK unit of Beam Global Spirits & Wine has launched the first website for its Port brand Cockburn's.

The division said yesterday (23 June) that the website forms part of a GBP2m (US$) investment in 2008 "to drive category value and demonstrate how port fits into modern lifestyles".

The website, found at cockburns.com, will emphasise a new positioning for Cockburn's, described by Beam UK as "A Fine Disregard for the Rules", which "aims to challenge category conventions and inspire people to experiment with Port rather than conform to traditions," said Cockburn's brand manager, Janice Moorfield. "It is designed to engage with a younger audience of 30-something men who are interested in quality food and wine matching."

A competition will run on the sit, offering the first 1,000 entrants - who describe in 100 words their most inventive attempts to disregard the rules of Port - a GBP2-off voucher for the Cockburn's range. The best entry will win a three-day trip for two people to Portugal.

The website will also focus on the recently-introduced bottle redesign for Cockburn's range. Consumers will be directed to the site via the new bottles, which will be available from next month.