HDFS runs third Metaxa promotion

By Charlotte Turner |

The House of Metaxa has released a new limited edition available exclusively from Hellenic Duty Free Shops for the summer season.


Following exclusive launches of Rising Sun from Metaxa at Hellenic Duty Free Shops (HDFS), in 2011 and 2012, the Greek duty free and travel retailer, in cooperation with the House of Metaxa and Rémy Cointreau Global Travel Retail, is offering its third global exclusive to travellers this summer.


The limited edition of Metaxa 5 Stars ‘Deeper Roots’ Collector’s Edition is timed to coincide with the peak tourist season. “It follows the runaway success of Metaxa 5 Stars ‘Roots’ edition last summer and the Metaxa ‘Rising Sun’ edition in 2011,” says the brand.


“Metaxa 5 Stars ‘Deeper Roots’ has been inspired by the intense colour of the Aegean sea, cloudless skies and the warmth of the summer sun,” it adds. “The stunning new blue and gold sleeve features bunches of plump grapes in tribute to the essential ingredient of Metaxa. The quality of the grapes used is crucial for Metaxa.”




Displays of the new Metaxa 5 Stars ‘Deeper Roots’ Collector’s Edition have been mounted around Greece, in major Hellenic Duty Free Shops including Athens, Heraklion and Rhodes.


To encourage consumer engagement, a QR code displayed in-store links the traveller to a video about this special limited edition on YouTube and there is also a Metaxa 5 Stars Deeper Roots video playing on plasma screens in the shops.


Metaxa 5 Stars ‘Deeper Roots’ features in the Hellenic Duty Free Shops brochures during August and it is also profiled on the ‘boarding passes’ distributed to 70,000 visitors to Greece through on-trade activations in top hotels across key summer destinations in Greece.


Panos Sarantopoulos, CEO of the House of Metaxa, commented: “Metaxa is all about originality, vibrancy and risk-taking courage. The ‘Deeper Roots’ edition of our iconic 5 Stars celebrates our links to the island vineyard of the Aegean and its vibrant sun. This original design has been created for the discerning traveller.



“This type of innovation proves very engaging and highly relevant to the business of leading travel retail operators, such as Hellenic Duty Free Shops. We owe a lot to our business partners at Hellenic Duty Free Shops, W.S. Karoulias and Rémy Cointreau Travel Retail for making this innovation another success.”


Manos Mathianakis, Marketing Director, Hellenic Duty Free Shops, noted: “The new bottle of Metaxa 5 Stars 1lt Deeper Roots is a piece of art. It is sure to attract travellers’ attention. Everyone at Hellenic Duty Free Shops is very pleased about this exclusive edition and we all believe strongly that the outcome will be very promising as always when we co-operate with Metaxa.”


George Patsourakis, Deputy Purchasing Director, Hellenic Duty Free Shops, added: “Metaxa and Hellenic Duty Free Shops have had a fruitful co-operation through the years. Metaxa is an innovative company, a trend-setter in the industry. The impressive, brand new bottle of Metaxa 5 Stars Deeper Roots, offered exclusively at Hellenic Duty Free Shops, increases expectations for future designs and activations. Metaxa always finds the way to surprise customers, competitors and retailers.”


Metaxa 5 Stars Deeper Roots Limited Edition 1 litre (38% ABV) is available at Hellenic Duty Free Shops in Greece at RSP 22.70€

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