Rémy Cointreau launches Metaxa 12 Stars travel retail campaign

Rémy Cointreau has launched a refreshed packaging and summer campaign for its Metaxa 12 Stars expression, specifically targeting the travel retail market. The initiative aims to elevate the Greek amber spirit brand by emphasizing its heritage and premium positioning through immersive consumer experiences.

In partnership with Avolta, the campaign includes tasting tables and enhanced in-store branding at several key Greek airports, including Athens, Thessaloniki, Rhodes, Heraklion, Kos, and Chania. The rollout runs from August through October.

To extend engagement beyond airport retail spaces, the partnership offers Club Avolta loyalty members exclusive benefits, such as free access to Liknon, the home of Metaxa on Samos, and complimentary Metaxa cocktails at participating Greek domestic airport bars.