Rémy Cointreau has partnered with Avolta to roll out the latest packaging for Greek amber spirits brand The House of Metaxa’s 12 Stars expression across key airports in Athens (Intra- and Extra-Schengen), Thessaloniki, Rhodes, Heraklion, Kos and Chania.
Running from August through October, the roll-out is highlighted by a 360-degree summer campaign focused on driving consumer trial through immersive tasting tables, complemented by enhanced in-store branding designed to boost the brand’s presence across participating locations.
The refreshed packaging gives Metaxa 12 Stars a contemporary new look, reinforcing its premium positioning while highlighting the toasted oak and dried-fruit notes of the spirit.
The campaign also brings the Metaxa experience beyond the retail space, with Club Avolta loyalty programme members gaining access to exclusive benefits such as complimentary entry to Liknon, the home of Metaxa on Samos.
The offer also includes a complimentary Metaxa cocktail at participating Greek domestic airport bars throughout August, extending consumer engagement beyond the point of purchase.
Rémy Cointreau Marketing Director Global Travel Retail Alice Hoffmann said: “Travel retail represents a unique opportunity to introduce consumers to the world of Metaxa, at a time when they are most open to discovery.
“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.” ✈
