The new-look bottle is being showcased at key travel retail locations throughout Greece.

Rémy Cointreau is strengthening Metaxa’s presence in Greek travel retail with the launch of refreshed packaging for Metaxa 12 Stars, supported by a summer activation programme across some of the country’s busiest airports.

The new-look bottle is being showcased at key travel retail locations throughout Greece, the home market of the original Greek spirit. Designed to give Metaxa 12 Stars a more contemporary and prominent presence on shelf, the packaging also draws attention to the liquid’s flavour profile, including its toasted oak and distinctive dried fruit notes.

Rémy Cointreau is supporting the launch with a 360-degree campaign running during the peak summer travel season, spanning Athens Airport’s Intra- and Extra-Schengen areas as well as airports in Thessaloniki, Rhodes, Heraklion, Kos and Chania.

Tasting forms a major part of the programme, with high-profile tasting tables encouraging travellers to discover Metaxa 12 Stars, complemented by enhanced in-store branding across participating locations.

The campaign also extends beyond airport retail through a partnership with Avolta. From August until October, members of the Club Avolta loyalty programme can receive complimentary entry to Liknon, the home of Metaxa on the Greek island of Samos.

During August, Club Avolta members will also be invited to enjoy a complimentary Metaxa cocktail at participating domestic bars in Greece, extending engagement with the brand beyond the point of purchase.

Rémy Cointreau Marketing Director Global Travel Retail Alice Hoffmann said: “Travel retail represents a unique opportunity to introduce consumers to the world of METAXA, at a time when they are most open to discovery. We know that today’s travellers are seeking premium, authentic products with a genuine sense of provenance. This integrated summer campaign combines the launch of our new Metaxa 12 Stars packaging with immersive tasting experiences and exclusive rewards that bring the brand’s Greek heritage to life. By creating meaningful moments of discovery throughout the traveller journey, we are building long-term affinity with the brand, while reinforcing Metaxa’s premium positioning in travel retail.”

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