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Exclusive to Hellenic Duty Free Shops: The limited-edition yellow pack design for Metaxa 5 Stars’ one-litre bottle |
GREECE. The House of Metaxa and Rémy Cointreau Global Travel Retail have teamed up with Hellenic Duty Free Shops to bring to life the Metaxa Rising Sun programme inspired by the sun.
The Metaxa Rising Sun is an element of the New Ambition programme at Metaxa which includes a limited-edition vibrant pack design for the one-litre Metaxa 5 Stars bottle, a set of HPPs at the point of sale, and interaction with the traveller through events both at POS and beyond.
The pack features a yellow rising sun which conveys the link between Metaxa and the sun. A sleeve-based innovation – the first from Metaxa – aims to attract shoppers at POS. The Metaxa yellow is said to create a brand block which is visible from a distance.
This one-litre pack is available exclusively at Hellenic Duty Free Shops in Greece for the 2011 peak travel season. HPPs include new wall-bays and additional placements at key Hellenic Duty Free Shops points of sale.
Interaction with the traveller is established through extensive activation events during the peak travel season. Travellers are offered a welcome drink upon their arrival in Greece at Hellenic Duty Free Shops Arrivals locations. While in Greece, Metaxa nights are held at inspiring locations. These activities are then tied into purchases at Hellenic Duty Free Shops, with digital and coupon programmes.
Metaxa Magnet initiative
The Metaxa Rising Sun programme is part of the Metaxa Magnet initiative introduced this year to give the brand visibility as the number one in travel retail in its category (source: IWSR 2011). The initiative spans programmes that are built in collaboration with visionary retail partners and can include existing products, added-value limited edition designs, in-store displays as well as events.
Manos Mathianakis, Marketing Director and George Patsourakis, Purchasing Director of Hellenic Duty Free Shops said they were “delighted” with the sales boost generated by the Metaxa 5 Stars Rising Sun pack.
“Hellenic Duty Free Shops would like to thank Metaxa for this fruitful, innovative, challenging co-operation that intrigues our clients as much as it intrigues us,” they commented. “Metaxa always predicts clients’ needs. The launching of the Metaxa 5 Stars Rising Sun sleeve marks the beginning of a new era for Metaxa. Flexibility and innovation will lead Metaxa to the top.”
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A sleeve-based innovation – the first from Metaxa – is said to create a yellow brand block which is visible from a distance |
House of Metaxa CEO Panos Sarantopoulos commented: “The Metaxa Magnet is the complete pack-to-display-to-event initiative that attracts footfall at our partners’ concessions and transforms passenger traffic into purchase.
“I am delighted to see one of the early chapters of our New Ambition on Metaxa come to life with Hellenic Duty Free Shops, in the form of the Metaxa Rising Sun programme. This has all been made possible thanks to the customer – and brand-driven retail vision of Hellenic Duty Free Shops, the valuable expertise and commitment of the WS Karoulias local team, and thanks to the reach and talent of the Rémy Cointreau Global Travel Retail distribution team.”
About Metaxa
Dubbed the “˜”smoothest spirit under the Sun”, Metaxa is a blend of aged wine distillates and fine, live Muscat wine from the Aegean islands. Metaxa owes its smoothness to the aromatic Muscat grapes grown, tended and picked by hand under the Aegean sun.
Metaxa was created by Spyros Metaxas in 1888. It is now the number one spirit exported from Greece and is also the travel retail leader in sales by value in its category (source: IWSR 2011).
The brand is strong in Greece, Germany, Austria, Russia, Central and Northern Europe, and growing in Western European, Middle East and North American markets.
Visit www.metaxa.com
For details, contact Laurent Cosson, Rémy Cointreau Global Travel Retail, tel: +33 1 44 13 45 29 or e-mail laurent.cosson@remy-cointreau.com
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Traveller interaction is established through extensive activation events at Hellenic Duty Free Shops locations |
