Sun rises on second Metaxa global exclusive with HDFS

By Kevin Rozario |

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


The limited edition Metaxa 5 Stars Roots Collector’s Edition is now available in HDFS shops around Greece where, despite the country’s economic woes, millions of visitors are expected again this year.


Anne-Laure Chandesris-Saunier, Europe Marketing Manager, Global Travel Retail at Rémy Cointreau tells TRBusiness: This launch will be exclusive all year with HDFS. After that it might be rolled out next summer to other travel retail markets.” The success of Rising Sun at HDFS, launched last summer and “sold through at record speed”, means that Rémy Cointreau is rolling it out this summer in selected DF&TR markets as well as domestic markets in Europe.


TRBusiness understands that another limited edition is also pipelined with another retailer in the Mediterranean.


Metaxa Roots wall bay and posterIn locations equipped with flat screens, a video created with award-winning film director Tassos Boulmetis promotes the golden-liveried Roots Collector’s Edition, but shoppers everywhere can also watch the video on their smartphones by scanning a special QR code displayed at the point of sale.


Priced at €21.10 (US$25.90) duty free or €22.70 duty paid for 1litre (38% abv), the new launch is inspired by the history of the house. It prominently features Metaxa’s ‘Salamina Warrior’ emblem on the front, which originates from an ancient golden medallion found in 1888.


Panos Sarantopoulos, CEO, House of Metaxa, comments: “In a world of uncertainty it is imperative to have deep, solid roots. Today, Metaxa is growing thanks to the roots that have been nourishing our vibrant spirit since 1888. It is also growing thanks to solid partnerships with players in travel retail such as HDFS who bring travellers value-building propositions. Contributing greatly to the success of this limited edition are the capable distribution teams of W.S. Karoulias and Rémy Cointreau GTR.”


Folli Follie Group Deputy CEO & General Manager George VelentzasGeorge Velentzas (right), Deputy CEO & General Manager of Folli Follie Group (HDFS’s parent), adds: “Over the past 30 years Metaxa and Hellenic Duty Free Shops’ co-operation has led to great results. This exclusive placement really appeals to us and we believe that it will appeal to travellers too.”


The House of Metaxa, often dubbed the ‘smoothest spirit under the sun’ was founded by Spyros Metaxa in 1888. According to Rémy Cointreau, the spirit is ranked first in sales value in its category in the DF&TR channel based on IWSR 2011 data. The brand is strong in its home market, as well as in Germany, Austria, Russia, Central and Northern Europe, and growing in Western Europe, the Middle East and North America.


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