Metaxa revamps 12 Stars on Horn appointment

Rémy Cointreau-owned Greek spirit Metaxa has relaunched its Metaxa 12 Stars expression at the same time as announcing Swiss explorer Mike Horn as its brand ambassador.

Metaxa has revamped the packaging for its 12 Stars expression

Metaxa 12 Stars is described as a “complex” variant of the grape-based spirit offering nosing and tasting notes of “toasted oak, fruits, spices, dried flowers, spicy herbs, chocolate and coffee”. Suggested serves include neat or with a large cube of ice.

The packaging revamp is said to reflect this, with the bottom of the bottle reminiscent of a “fine drinking glass”. The glass bottle also features embossed signatures of brand founder Spyros Metaxa on each side, while its emblem, a golden Salamina warrior, features prominently on both the bottle and outer pack as a sign of “courage”.

Gold hues are offset by a deep blue cap and pack, adding a premium cue.

The relaunch is supported by digital campaign Don’t Drink It, Explore It, fronted by Horn.

Dedicated site dontdrinkexplore.com features a campaign film and three sections Look, Listen and Sense, which aim to introduce and educate users on the Metaxa brand.

The campaign culminates in a real life exploration between April and October 2017 when a number of European Metaxa fans will travel with Horn to an unknown destination. Potential countries include Australia, New Zealand, Japan, India, Mongolia and Russia.

The revamped Metaxa 12 Stars is available now priced at an RRP of £30 for a 70cl bottle. The Don’t Drink It, Explore It campaign is running now.

Earlier this year, Metaxa released a new Metaxa 7 Stars limited edition developed in partnership with all-Greek souvenir and lifestyle brand, LoveGreece