SALES OF METAXA 12 STARS DOUBLED IN THE UNITED STATES AND CHINA DURING THE YEAR.
METAXA
The year 1888 in Greece saw the birth of Metaxa, an amber-coloured spirit that owes its unique character to incomparable expertise: the art of selecting, ageing and blending wine distillates with remarkable Muscat wines.
During 2019/2020, Metaxa successfully continued down the path of moving upmarket. Whereas the 5 Stars and 7 Stars qualities maintained a strong positioning, Metaxa 12 Stars saw strong growth across all its markets, especially in Travel Retail with the new 1-litre format. Although the brand’s core target still lies in Europe (United Kingdom, Germany, Central Europe, etc.), sales of Metaxa 12 Stars doubled in the United States and China, bolstered by its close collaboration with bartenders.
The House of Metaxa has continued to build its brand territory on the idea of exploration, with its global campaign featuring three explorers: Mike Horn, Guillaume Néry and Laura Bingham. At the same time, the brand’s actions focused on the art of the cocktail: second edition of Explore Greece in Crete with stars of mixology in July 2019, participation in the major Athens Bar Show with a stand fully dedicated to the brand, and continuation of the training programme for Metaxa bartenders and ambassadors.
In October 2019, Cellar Master Constantinos Raptis presented one of his most exceptional creations: Metaxa Angel’s Treasure Single Cask Strength, No. 1019. On this occasion, the House of Metaxa organised a launch event in Athens, bringing together 50 journalists and influencers from Greek and international media outlets, including ELLE, Madame Figaro and GQ. Lastly, Metaxa built on its global expansion with the launch of Metaxa 12 Stars in Singapore and Mexico.
Corporate social responsibility also lies at the heart of Metaxa's strategy, with a special focus on protecting the terroirs of Samos. In partnership with Paths of Greece, the House of Metaxa created the Muscat Vineyards Path to promote the island's culture, biodiversity and craftsmanship to visitors.
The goal for 2020/2021 is to further strengthen Metaxa 12 Stars’ positioning as the brand’s flagship product and to help it penetrate new markets. The entire range will be supported by new investments in communication and initiatives within the bartender community
