New Metaxa 5* edition launches in travel retail

Remy Cointreau is targeting holiday-makers with a new Metaxa collector’s edition that rolls out exclusively across Greek travel retail this month.

The Metaxa Five Star Deeper Roots follows the success of the brand’s previous limited edition summer releases

The French drinks group joined forces with House of Metaxa to release the Metaxa 5 Star Deeper Roots Collector’s Edition to the Hellenic Duty Free shops, which includes outlets in Athens, Heraklion and Rhodes airports.

This latest variant of Metaxa’s Stars portfolio is timed to coincide with the peak tourist season and follows the success of Metxax 5 Stars Roots edition last summer and the Metaxa 5 Stars Rising Sun edition in 2011.

Aged in Limousin oak casks, this expression of the Greek brandy is scented with rose petals and Mediterranean herbs. The brand suggests that Deeper Roots can be consumed straight, as the base of a cocktail, or a long drink.

Panos Sarantopoulos, CEO of House of Metaxa, said: “Metaxa is all about originality, vibrancy and risk-taking courage. The Deeper Roots edition of our iconic 5 Stars celebrates our links to the island vineyard of the Aegean and its vibrant sun.

“This original design has been created for the discerning traveller. This type of innovation proves very engaging and highly relevant to the business of leading travel retail operators, such as Hellenic Duty Free Shops. We owe a lot to our business partners at Hellenic Duty Free shops, W.S Karoulias and Remy Cointreau Travel Retail for making this innovation another success.”

The launch will be supported by publicity campaigns in throughout Greek airports and hotels this month and the brand hopes that the product will appeal to trading collectors.

George Patsourakis, deputy purchasing director for Hellenic Duty Free Shops, said: “The impressive new bottle of Meaxa 5 Stars Deeper Roots increases expectations for future designs and activations. Metaxa always finds the way to surprise customers, competitors and retailers.”

The 38% abv expression can be purchased in one litre bottles for an RRP of €22.70.