Rémy Cointreau has introduced new packaging for Metaxa 12 Stars across travel retail locations in Greece. Metaxa is an amber spirit made from Muscat wine from the Aegean island of Samos, aged wine distillates, and Mediterranean botanicals. It is known as “the original Greek spirit”. The launch is supported by an immersive airport activation program running through the peak summer holiday season and into October.
The refreshed bottle is being showcased in key travel retail sites throughout Greece, the home of the brand. Designed for a contemporary look, the packaging aims to strengthen on-shelf presence. It also highlights the spirit’s toasted oak taste and dried fruit notes.
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A 360-degree campaign is spanning Greece’s busiest travel retail locations. Activations are taking place at airports in Athens (both Intra and Extra Schengen), Thessaloniki, Rhodes, Heraklion, Kos and Chania.
Immersive tasting tables form a major focus of the program. Enhanced in-store branding is reinforcing awareness across the participating airports. The campaign extends beyond the retail environment through exclusive experiences developed in partnership with travel retailer Avolta.
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From August to October, members of the Club Avolta loyalty program can enjoy complimentary entry to Liknon, the home of Metaxa on the island of Samos. They will also be invited to enjoy a complimentary Metaxa cocktail at participating Greek domestic bars during August.
“Travel retail represents a unique opportunity to introduce consumers to the world of Metaxa, at a time when they are most open to discovery,” said Rémy Cointreau marketing director global travel retail Alice Hoffmann. “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.”
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READ THE STORYHoffmann added: “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.”
Metaxa became part of Rémy Cointreau in 2000. It is the number-one grape brandy in global travel retail, according to IWSR 2025, and is exported to more than 40 countries worldwide.
