Rémy Cointreau Global Travel Retail, in partnership with Aelia, has launched the full Metaxa Stars portfolio across the travel retailer’s network of outlets in France, Prague, Warsaw, Belfast and London Luton.
The roll-out, which includes Metaxa’s 12 Stars, 7 Stars and 5 Stars variants, builds on the première of Metaxa 12 Stars at Paris Charles de Gaulle Airport in summer 2011.
Making their debut in the Aelia stores are some novel impulse-purchase items, such as the Metaxa 5 Stars “˜On the Go’ 20cl glass flasks dressed in Scuba Yellow or Aegean Blue soft-touch, silicone jackets. The jackets protect the glass bottles against shocks – making them suitable for outdoor activities or travel – and add colour at the point of sale, according to the travel retailer.
Aelia is also unveiling a Metaxa 5 Stars “˜Rising Sun’ one-litre limited edition, which draws on the brand’s Aegean origins. It rolls out in July and August across the travel retailer’s stores in France and beyond.
Metaxa 7 Stars now comes in a 20cl glass flask, deemed by Aelia as “practical and ready-to-use” on travels or holidays.
Also on display is the Metaxa 12 Stars, the pinnacle of the Stars range from the House of Metaxa.
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The Metaxa roll-out across Aelia’s network of stores includes activations such as windows, wallbays, gondolas and video as well as tastings; also new are Metaxa 5 Stars “˜On the Go’ 20cl glass flasks dressed in Scuba Yellow or Aegean Blue soft-touch, silicone jackets | |
From July to early September the retailer will run activations in Paris CDG to highlight the Metaxa range. These include 5 Stars “˜Rising Sun’ and 12 Stars windows in T2F2 and T2A West, displays on gondolas in T2E and a magnetic wallbay in S3. A video reveal of the “˜Rising Sun’ is also being played on a special screen in the T2F2 window.
Metaxa brand ambassadors are on hand in the Prague, Warsaw and Paris CDG to offer travellers a taste of Metaxa 5 Stars neat or in a Suntonic long drink.
Aelia Senior Buyer for Wines, Spirits and Champagne Philippe Lanusse commented: “After a hugely successful launch of Metaxa 12 Stars 70cl within Aelia last year, I am delighted to have worked with the Rémy Cointreau team to develop the Metaxa “˜Rising Sun’ summer promotional activity, which is taking place throughout July and August. We have this product in all stores, with three key activation areas within France, Prague and Poland where we have dedicated magnetic displays of this limited-edition bottle.
“In addition to this, we have launched a limited-time global exclusive of the Metaxa 5 20cl flask with silicone jacket, which is available at all till point locations. This is targeting amber-spirit lovers wanting a fun, bright impulse purchase. We expect this activity to be of considerable success and look forward to a very “˜Metaxa Yellow’ summer.”
Metaxa CEO Panos Sarantopoulos added: “Metaxa is celebrated the world over for its smoothness and for its link to the sun – the very sun that blesses the vineyards of the Aegean. These special editions bring some of the glorious virtues of the sun to the point of sale in the cooler climes of northern Europe. Thanks to the initiatives with Aelia and Rémy Cointreau Global Travel Retail, holidaymakers and business travellers alike will enjoy a touch of sun even before they board their flights.”
Metaxa is a blend of fine distillates and Muscat wines, the latter from grapes grown and harvested by hand on the slopes of the Aegean islands Samos and Lemnos.
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