Rémy Cointreau strengthens METAXA brand with new activation program in Greek travel retail
Brand owner Rémy Cointreau has introduced three new products from The House of METAXA – the one-of-a-kind amber spirit from Greece
Brand owner Rémy Cointreau has introduced three new products from The House of METAXA – the one-of-a-kind amber spirit from Greece. These launches are being supported by a 360o marketing campaign designed to enhance the consumer journey across key Greek travel retail locations throughout the peak summer season.
In line with Rémy Cointreau’s objective of offering a diverse portfolio that continues to meet different consumer needs, METAXA 12 Stars Zeus Limited Edition is targeted at younger legal-drinking age travelers. It features the same unique taste as the classic METAXA 12 Stars, presented in a striking new contemporary bottle design. The concept references the Greek god of sky and thunder, and is positioned as the ideal choice to “light up the night partying.”
METAXA 7 Stars Greek Riviera Limited Edition is a travel retail exclusive. Perfect for travelers who are looking for gift and souvenir purchases that incorporate a taste of their summer holiday, this limited edition is available in select airport doors including Greece, Germany, Romania, the Czech Republic, Hungary, Bulgaria, Finland, Latvia, Australia and the UAE.
End-to-end campaign alignment
An integrated campaign combining in-store and digital activities has been created to deliver a seamless consumer journey at every touchpoint. Driving liquid to lips is a key focus, with in-store tastings led by brand ambassadors, price promotions and gifts-with-purchase planned for airports in Athens, Thessaloniki, Heraklion and Rhodes from August through October.
In August, to further enhance visibility and encourage conversion, the new METAXA launches are being supported by an integrated campaign in partnership with Avolta, which includes the retailer’s Reserve & Collect website; paid and organic social media; and the Club Avolta loyalty program.
Other targeted promotional activity includes free entrance for Club Avolta members to Liknon, the home of METAXA, located on the island of Samos, and a lucky draw to win a unique “Dinner in the Sky” dining experience in Athens. Furthermore, travelers who spend over €30 (US$35) on METAXA at select airport stores are eligible to receive a free METAXA cocktail at participating Greek domestic bars.
“These new editions enhance our portfolio by catering to a broader range of traveling consumer preferences,” notes Rémy Cointreau Marketing Director, Global Travel Retail, Alice Hoffmann. “This summer plan is designed to immerse travelers in the world of METAXA at every step of their journey, and strengthen brand loyalty by influencing purchasing behavior, both in travel retail and beyond.”
RTD debut targets new generation of consumers
In a further exciting development, METAXA has entered the fast-growing ready-to-drink (RTD) category with two new canned cocktails, inspired by Greece: Peach Spritz and Ginger & Lime Long Drink. This significant milestone reimagines the METAXA experience for a new generation of consumers.
The global RTD market is projected to surpass US$50 billion by 2030, with the 23-25-year-old age group driving much of this growth. METAXA’S new RTD offer targets urban, socially active consumers in pursuit of authentic taste. Each 250-ml can combines METAXA’S signature blend of aromatic Muscat wines, aged wine distillates and Mediterranean botanicals with natural fruit flavors, offering a fresh, lower-alcohol alternative for on-the-go enjoyment.
The 250-ml cans echo METAXA's beloved classic cocktails, but are crafted for easy accessibility, with a playful, modern aesthetic that captures the vibrant spirit of Greece. Both cocktails contain 5% ABV, catering to the growing demand for mindful, lower alcohol options.
METAXA RTD is available in Greek duty free, at airports in Athens, Rhodes, Chania and Heraklion.
“This RTD launch marks a pivotal moment for METAXA, as we further evolve the brand to connect with a new, younger generation of consumers who value convenience, authenticity, and bold flavor experiences,” adds Hoffmann.
