Metaxa has practically doubled its community of followers on social networks through sustained and targeted investments in media planning and content development.
During the 2020/2021 financial year, Metaxa’s share of tourism-related sales was badly affected, especially in Travel Retail and in the Greek, Czech and Slovak markets. Fortunately, these losses were partly offset by strong performance: some markets, including Germany and Poland, held upwell, while the United Kingdom grew exponentially on the back of significant investments to expand the distribution network, particularly in online sales.
The year 2020/2021 was an opportunity for Metaxa to increase its digital footprint in social media. The brand decided to spotlight and support its partners in the bar world with the creation of Mix & Quiz tutorials and during International Women’s Day. Metaxa also developed a "12 Stars" advent calendar for the holidays, sharing cocktail suggestions for the season, gift ideas, and food and cocktail pairings. There was an unprecedented investment in the community, with a 124% increase in engagement. These activations were then taken up locally by Metaxa’s main markets.
To continue to engage with bartenders during a time of social distancing, Metaxa developed new digital experiences, such as E-Masterclass and E-Tasting Kits. It also developed a new mobile training app, called My e/Metaxa. This playful tool allows the brand’s sales force and distributors to immerse themselves in Metaxa’s Greek origins and unique production methods.
Lastly, Metaxa successfully launched the second limited edition of Metaxa Grande Fine, whose bottle was designed by Greek artist Cacao Rocks, reflecting his vision of the Cycladic islands.
2021/2022 promises to be a great year for Metaxa 12 Stars sales, and three important events will support this ambition: a new communication campaign, the launch of the prestigious Metaxa AEN Cask No. 3 edition limited to 1,000 bottles, and the opening of the new "House of Metaxa" on the island of Samos, which will offer a unique experience to its visitors, with a special focus on the brand’s sustainability initiatives.
Dual CSR ambition in Samos
At the heart of Metaxa’s strategy, Corporate Social Responsibility is underpinned by two major goals on the island of Samos: the protection of biodiversity, and support for local communities. To address the first goal, Metaxa has launched a programme with the Hellenic Ornithological Society to monitor and protect the island’s birds.
For its second goal, Metaxa supports the small mountain community of Vourliotes by financing and managing the technological upgrade of the village’s primary school and transforming the school into a centre for the whole community.
In addition, Metaxa has started the process of organic certification of its vineyard in Samos, which should be completed by 2023.
