 |
New: Metaxa 12 Stars |
FRANCE. French liquor group Rémy Cointreau Global Travel Retail and leading travel retailer Aelia have linked up to celebrate the release of Metaxa 12 Stars.
In an exclusive global travel retail launch for the new product, a three-month visibility and tasting campaign will take place at Paris Charles de Gaulle Terminals 1, 2E and 2F2.
As part of an increased focus on Metaxa, Aelia is also featuring Metaxa 7 Stars and 5 Stars across its growing French and international shop network, from August to October 2011.
Dubbed the “smoothest spirit under the sun”, Metaxa is the blend of aged wine distillates and live Muscat wine from the Aegean islands. Metaxa contains aromatic Muscat grapes grown, tended and picked by hand under the Aegean sun.
At the top of the Metaxa Stars range, 12 Stars takes 12 years to make. Created by Metaxa Master Constantinos Raptis, the product is being released for the first time this year and can be enjoyed as an alternative to fine amber spirits, including bourbon and 12yo whisky, according to Rémy Cointreau.
Metaxa 12 Stars comes in a premium gift box that opens like a book and tells the story of Nature, Time and Man working together.
In addition to the exclusive première of 12 Stars, Aelia is featuring the Metaxa 5 Stars 20cl flask and Metaxa 7 Stars (one litre bottle) in all its Paris Charles de Gaulle stores, at Paris Orly and in other Aelia locations in France, the UK, Poland, the Czech Republic, Ireland and Spain.
This activation is being supported by a new set of visibility tools and staff training initiatives internationally.
 |
Metaxa lands at Paris Charles de Gaulle Airport with French travel retailer Aelia |
Metaxa CEO Panos Sarantopoulos said: “We are delighted to partner with Aelia in the première for Metaxa 12 Stars and the promotion of the Metaxa Stars range. Aelia has a world-class know-how in enhancing the traveller experience in cooperation with leading brands, and hence is a perfect fit with our new, ambitious strategy on Metaxa.
“The collective expertise of the Rémy Cointreau Global Travel Retail team has been essential in bringing this initiative to life.”
Aelia Senior Buyer for Wines, Champagnes and Spirits Philippe Lanusse commented: “We are delighted to work with Rémy Cointreau to launch this travel retail worldwide exclusive on Metaxa 12 Stars and to be offering a further extensive Metaxa range in-store. The launch of the 12 Stars has been specifically designed to appeal to all travellers enjoying Metaxa as well as attracting the attention of bourbon enthusiasts. It is also a fantastic gift alternative for connoisseurs of 12yo whiskies.
“We have offered excellent brand visibility in all locations and in store tastings and the staff are extremely excited while fully supporting this project. We expect to see significant increases in value and volume on all of the Metaxa range.”
About Metaxa
Metaxa was created by Spyros Metaxas in 1888. It is the number one spirit exported from Greece and is the travel retail leader in sales by value in its category, according to IWSR in 2011. The product enjoys strong sales in Greece, Germany, Austria, Russia, Central and Northern Europe, and is growing in other markets, said Rémy Cointreau.
Recommended travel retail prices are: 12 Stars 70cl €30 (duty free retail price) or €34.80 (duty paid).
*Metaxa will be exhibited on Rémy Cointreau’s stand at the 2011 TFWA World Exhibition (Stand: Marine Village Foyer 1A).
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 Visit www.metaxa.com
