Brand owner Rémy Cointreau is enhancing the travel retail presence of METAXA – The Original Greek Spirit – with the launch of new packaging for METAXA 12 Stars, supported by an immersive airport activation programme designed to connect travellers with the brand throughout their journey.
The refreshed METAXA 12 Stars packaging is being showcased in key travel retail locations throughout Greece, the home of the brand. Designed to strengthen on-shelf presence with a contemporary new look, the bottle also celebrates the premium liquid within, highlighting the toasted oak taste and distinctive dried fruit notes that define the spirit’s flavour profile.
The launch is being supported by a comprehensive 360-degree campaign spanning Greece’s busiest travel retail locations during the peak summer holiday season. This includes high-profile activations taking place at airports in Athens (both Intra and Extra Schengen), Thessaloniki, Rhodes, Heraklion, Kos and Chania, ensuring strong visibility for METAXA at key traveller touchpoints.
A major focus of the activations is to drive liquid to lips through immersive tasting tables. Enhanced in-store branding will further reinforce awareness and create a standout brand presence across participating airports.
To maximise visibility, the campaign extends beyond the retail environment, through exclusive experiences developed in partnership with Avolta. Through August to October, members of the Club Avolta loyalty programme can enjoy complimentary entry to Liknon, the home of METAXA on the island of Samos. They will also be invited to enjoy a complimentary METAXA cocktail at participating Greek domestic bars during August, further strengthening engagement beyond the point of purchase.
“Travel retail represents a unique opportunity to introduce consumers to the world of METAXA, at a time when they are most open to discovery,” commented Rémy Cointreau Marketing Director Global Travel Retail Alice Hoffmann.
“We know that today’s travellers are seeking premium, authentic products with a genuine sense of provenance. This integrated summer campaign combines the launch of our new METAXA 12 Stars packaging with immersive tasting experiences and exclusive rewards that bring the brand’s Greek heritage to life.
“By creating meaningful moments of discovery throughout the traveller journey, we are building long-term affinity with the brand, while reinforcing METAXA’s premium positioning in travel retail.”
