METAXA
2018 has been a crucial year for Metaxa, which celebrated its 130th anniversary. To honour its heritage, Cellar Master Constantinos Raptis created 130 limited edition decanters of its most precious elixir: Metaxa AEN Cask No. 2 - Despina. The word AEN translates to “forever” in Greek, celebrating the essence at the heart of Metaxa in its purest form.
In May 2018 in Athens, a press conference unveiled the brand’s first global campaign focused on the subject of exploration, featuringSouth African explorer Mike Horn, as well as the French free-diving world champion Guillaume Nery and British adventurer LauraBingham. They are perfect examples of the Metaxa signature: Don’t drink it, explore it.
Metaxa continued its global expansion with the launch of Metaxa 12 Stars in Spain and France, as well as in Dubai, in the major cities of China and the United States, and the best bars of New York, Dallas, Miami and San Francisco.
The brand has also strengthened its presence in the world of mixology by establishing a unique partnership with the world-famous Athens bar, The Clumsies, and by organising the Explore Greece event. A team comprised of the best international barmen (including Vasilis Kyritsis and Nikos Bakoulis of The Clumsies, and Leo Robitschek of the NoMad Bar in New York) sailed through the Cyclades, stopping at three iconic islands: Mykonos, Paros and Antiparos. At each stop, the barmen revealed an exclusive cocktail made with Metaxa 12 Stars, inspired by the wonders of Greece.
To support these initiatives, Metaxa has taken a strong digital approach with the launch of a new website, coverage of the Explore Greece event, and the roll-out of the new campaign (embodied by its three explorers) on social media.
In 2019/2020, Metaxa will continue its strategy by offering new cocktail recipes and organising the second edition of Explore Greece, which willsail south towards Crete.
