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The House of Metaxa has released a new limited-edition bottle, launching it exclusively through Hellenic Duty Free Shops.
Going to market in time for the peak tourist season, Metaxa 5 Stars Deeper Roots Collector’s Edition follows on from last summer’s Roots Edition and the Rising Sun Edition in 2011.
The drink is a combination of wine distillates, aged Muscat wines and botanicals. This edition has a new blue and gold sleeve featuring bunches of plump grapes in tribute to the drink’s key ingredient.
Dark honey in colour and with a floral aromatic character, it can be drunk on its own or used as the base for cocktails and long drinks.
House of Metaxa CEO Panos Sarantopoulos said: “This original design has been created for the discerning traveller.
“This type of innovation proves very engaging and highly relevant to the business of leading travel retail operators, such as Hellenic Duty Free Shops. We owe a lot to our business partners at Hellenic Duty Free Shops, W.S. Karoulias and Rémy Cointreau Travel Retail for making this innovation another success.”
Displays of the new drink have been mounted around Greece in major Hellenic stores, including Athens, Heraklion and Rhodes airports.
To encourage consumer engagement, a QR code displayed in-store links travellers to a video about the limited edition on YouTube, while a Metaxa 5 Stars Deeper Roots video is playing on plasma screens in the shops.
Metaxa 5 Stars Deeper Roots Limited Edition has an ABV of 38% and the 1L bottle is available at a recommended price of €22.70.
As well as featuring in the Hellenic Duty Free Shops brochures in August, the spirit is also being promoted though “˜boarding passes’ distributed to 70,000 visitors to Greece through on-trade activations in top hotels across key summer tourist destinations.
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