Beam Global UK is investing GBP500K in its Cockburn's port brand in 2009.

Cockburn's will build on its new campaign, 'A Fine Disregard for the Rules', with activity throughout the year encouraging consumers to "explore how its wide range of ports are the perfect accompaniment to quality food", the company said today (30 January).

The campaign will include a partnership with a "well-known" chef, along with a number of outdoor summer events. An on-trade campaign will prompt licensees and restaurateurs to offer port with dessert and cheese courses.

Janice Moorfield, Cockburn's brand manager, said: "Our campaign will engage with modern men, aged 35+, who are interested in quality food and drink, and enjoy sharing their gastronomic discoveries with friends and families.

"We will enhance the culinary journey of these food enthusiasts by introducing them to the delights of food and port-matching, making Cockburn's an essential addition to their dinner tables."

'A Fine Disregard for the Rules' was launched last year on the brand's website.