Metaxa and LoveGreece unveil limited edition
Rémy Cointreau’s Metaxa has released a new Metaxa 7 Stars limited edition developed in partnership with all-Greek souvenir and lifestyle brand, LoveGreece.
Available exclusively in Thessaloniki, Rhodes, Heraklion and Athens airports in June through retailer Hellenic Duty Free Shops (HDFS), the release intends to bring “a touch of summer” to the spirit, along with “a contemporary Greek feeling”.
Partner LoveGreece is known for its 100% Greek cotton products, developed using the ‘Greek chic’ concept in a “cool and contemporary” way.
The resulting product uses gold, blue and while to evoke Cycladic landscapes and architecture, the sun and the Aegean sea. The overall design was inspired by the Greek ‘evil eye’, a LoveGreece signature.
To complement the release, LoveGreece has designed a collectors’ limited edition T-shirt available from the brand’s website over the summer
“Metaxa’s never-ending quest for perfect smoothness, with a style so unique, has allowed the house to create unique offers, which have been thoroughly enjoyed throughout the world for over 125 years,” said Arnaud Collas, international marketing director at the House of Metaxa.
“Metaxa offers iconic products from Greece and embodies a unique craftsmanship that combines precious Muscat wines from the Aegean islands with fine wine distillates.
“Metaxa 7 Stars is one of the most remarkable products of the house, and we were pleased to invite a young designer brand, which is strongly rooted in the purest Greek lifestyle, to create its own interpretation of Metaxa 7 Stars for travellers during the summer.”
George Hatzizahariou, LoveGreece founder, commented: “It was a dream come true to have the chance to collaborate with Metaxa, which to me is without doubt the Greek house with the strongest aura and the best international exposure.
“We created an exclusive interpretation of Metaxa 7 Stars, with the colours and graphic elements for which LoveGreece is famous, to make this limited edition really stand out. We are very proud of it!”
Penelope Drakopoulou, category manager foreign and domestic spirits marketing department at HDFS, added: “We are grateful for the fruitful co-operation we have enjoyed with Metaxa for many years.
“Metaxa 7 Stars by LoveGreece, available exclusively to travellers at Hellenic Duty Free Shops in selected airports during summer 2016, strengthens this partnership. Metaxa enhances our pride in being Greek. My colleagues and I promise that we will do our best to foster this relationship in the years to come.”
With the purchase of two Metaxa 7 Stars by Love Greece 70 or 100cl bottles, travellers will be offered a LoveGreece tote bag, designed for Metaxa.
In its 2015 full-year results, parent Rémy Cointreau cited Metaxa Angel’s Treasure as a sales driver for the second half of the year, but conceded “weakness” persisted in Greece.