Rémy Cointreau has relaunched the ‘five-star’ expression of its Greek spirit brand, Metaxa, with a “refreshed” design and marketing campaign.
The updated packaging includes a new bottle shape and label. Metaxa 5 Star’s revamp will also be accompanied by a “360°” marketing campaign called ‘Sunverse’ – Global Drinks Intel has contacted Rémy Cointreau for more details on the rollout.
Writing on LinkedIn, global MD Dorothée Hériard Dubreuil said the change “modernises our icon while preserving its authentic DNA of Greekness”.
“While the liquid inside remains true to its original recipe, this new design embodies our commitment to evolving with today’s consumer choices while preserving the distinctive spirit that has defined Metaxa for generations,” she said.
Metaxa is an amber spirit made with muscat wines, aged wine distillates and Mediterranean botanicals produced on the Greek island of Samos. The brand’s range includes the Five- Seven- and 12-star range (increasing stars reflecting a higher percentage of Muscat wine), limited-release Angels’ Treasure Single Cask Strength and ‘spirit drink’ Greek Orange.
Last year, Rémy Cointreau created the brand’s first RTD range, launching in Europe with two canned cocktails: Peach Spritz and Ginger Lime Long Drink.
