Rémy Countreau has announced a new focus on its Metaxa brand in travel retail, seeking to elevate the Greek spirit with a refreshed packaging and dedicated campaign for travelling shoppers. Tapping into shoppers’ desire for discovery in the travel retail market, the new Metaxa campaign seeks to drive liquid-to-lips for travelling shoppers, with tasting tables rolled out at key locations such as Athens, Thessaloniki, Rhodes and Kos. “Travel retail represents a unique opportunity to introduce consumers to the world of Metaxa, at a time when they are most open to discovery,” explained Rémy Cointreau Marketing Director Global Travel Retail Alice Hoffmann. This integrated summer campaign combines the launch of our new Metaxa 12 Stars packaging with immersive tasting experiences and exclusive rewards that bring the brand’s Greek heritage to life. “By creating meaningful moments of discovery throughout the traveller journey, we are building long-term affinity with the brand, while reinforcing Metaxa’s premium positioning in travel retail.”