Rémy Cointreau’s Metaxa brand has launched a two-strong line of canned cocktails in Europe.
The Peach Spritz and Ginger & Lime Long Drink variants have gone sales this month in 25cl cans at 5% ABV. The pair are both produced using the Greek brand’s blend of muscat wines, aged wine distillates and “Mediterranean botanicals with natural fruit flavours”.
The rollout arrives in tandem with a fresh marketing campaign, named ‘Get your cocktails ON’.
The push features influencer partnerships, sampling events and in-store activations in unspecified markets around Europe.
“We are reinventing our brand to connect with a younger, vibrant generation whose lifestyle demands convenience, authenticity and bold flavours,” said Metaxa MD Dorothée Hériard Dubreuil.
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.
In March, the group appointed Gruppo Montenegro as the distributor for 12 of its brands in Italy, including Metaxa.
