Rémy Cointreau and Avolta launch immersive Metaxa 12 Stars campaign across Greek airports

Rémy Cointreau has partnered with travel retail operator Avolta to roll out the latest packaging for The House of Metaxa’s 12 Stars expression across key Greek airports. The campaign spans Athens (both Intra- and Extra-Schengen), Thessaloniki, Rhodes, Heraklion, Kos and Chania, running from August through October.

The 360-degree summer activation is designed to drive consumer trial through immersive tasting tables, complemented by enhanced in-store branding to boost the brand’s visibility across participating locations. The multi-touchpoint approach aims to engage travellers at every stage of their airport journey.

The refreshed packaging gives Metaxa 12 Stars a contemporary new look, reinforcing its premium positioning while highlighting the toasted oak and dried-fruit notes of the spirit. The visual update is intended to attract both existing fans and new consumers exploring the Greek amber spirits category.

Beyond the retail space, Club Avolta loyalty programme members gain access to exclusive benefits, including complimentary entry to Liknon, the home of Metaxa on Samos. Additionally, travellers can enjoy a complimentary Metaxa cocktail at participating Greek domestic airport bars throughout August, extending engagement beyond the point of purchase.

Alice Hoffmann, Marketing Director Global Travel Retail at Rémy Cointreau, said travel retail represents a unique opportunity to introduce consumers to the world of Metaxa at a time when they are most open to discovery. The campaign is set to create memorable brand experiences across Greece’s busiest travel hubs.