Maxxium pushes port message

Maxxium UK is hoping to persuade on-trade retailers to take a more proactive approach to port sales with the launch of a new promotional kit.

The Cockburn's supplier is rolling out Prompt for Port kits in May, including order pads, pens, posters and food matching ideas, designed to remind staff about the port opportunity.

The kit also includes consumer-facing materials such as aprons, posters, table cards and cheeseboards.

Senior brand manager Jane Wilson said: "The suggestion of port is often greeted by enthusiasm. Our Prompt for Port kits will help licensees attract new consumers to Cockburn's and encourage them to consider port from the moment they enter an outlet, providing an incremental profit opportunity.

"The kits will help licensees to enhance customers' meal experiences as well as increase average spend and boost takings."

Food matching suggestions in the kits include: Cockburn's Light White Port with all types of cheese, roasted almonds, orange or apple cake, smoked ham or pate; Cockburn's Fine Ruby with blue veined cheeses, rich chocolate desserts, walnuts and roasted almonds; Cockburn's Special Reserve with peppered steak and Cockburn's LBV with savoury cheese dishes or any dark chocolate desserts.

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