Rémy Cointreau has added two products to its Metaxa portfolio in Greece’s global travel retail channel alongside a summer marketing activation for the brand.
The new releases comprise Metaxa 12 Stars Zeus Limited Edition, which contains the same liquid as Metaxa 12 Stars and is positioned towards younger LDA consumers, and Metaxa 7 Stars Greek Riviera Limited Edition. The latter is a GTR exclusive available in selected European, Middle Eastern and Asia Pacific airport outlets.
Alongside the launches and running until October is a campaign that includes tastings, price promotions and gifts-with-purchase at Greek airports, backed by digital activity in partnership with travel retailer Avolta. ‘Club Avolta’ members are also being offered free entry to the Metaxa brand home, Liknon, and the chance to win a ‘Dinner in the Sky’ experience in Athens.
The initiative also features the recently launched Metaxa-branded premix cocktails – Peach Spritz and Ginger & Lime Long Drink. Both are on sale now in Greek duty-free at airports in Athens, Rhodes, Chania and Heraklion.
Rémy Cointreau inherited Metaxa in 2001 through the acquisition of Bols Royal Distilleries, before offloading the Bols brand five years later, resulting in the creation of Lucas Bols.
