"METAXA LIKNON IS A TRIBUTE TO THE PROVENANCE AND CRAFTMANSHIP OF OUR HOUSE. BUT MOST OF ALL, IT REPRESENTS OUR COMMITMENT TO AN ORGANIC TERROIR AND SUSTAINABLE FUTURE."
MANAGING DIRECTOR, HOUSE OF METAXA
METAXA
Metaxa recorded double-digit growth in most of its key markets in 2021/2022, with especially compelling results in Poland, Germany, Romania and the Baltics. The Greek market and Travel Retail also bounced back as tourism picked up in summer 2021. There was uplift across all products in the portfolio, spearheaded by Metaxa 12 Stars, which enjoyed its best year ever, confirming that Metaxa’s premiumisation is within reach.
Three events stand out in this very rich year :
- The launch of a new global campaign, "Taste the Unexpected", showcasing a collection of imaginative and surprising serves and inviting consumers to discover how the unexpected, fruity, aromatic flavours of Metaxa can enhance and add excitement to their traditional aperitifs.
- The opening of Metaxa’s new Home in Samos: nestled at the heart of Metaxa’s Muscat vineyard, Metaxa Liknon offers visitors a chance to experience authentic Greek hospitality while learning all about the House’s history, terroir and unique craftsmanship.
- The release of Metaxa AEN III Generations: an exclusive and exceptional expression crafted from rare blends inherited from the founder of the House, Spyros Metaxa.
Metaxa has achieved a major milestone this year by securing a new source for its Muscat wine, creating a unique opportunity to partner directly with local farmers in Samos. With this new model, Metaxa’s goal is the long-term preservation of the island’s precious savoir-faire in wine-making.
The House of Metaxa intends to act as a role model on the island by endorsing and supporting sustainable and organic agricultural practices. By 2023, the Metaxa vineyards will be organically certified, enabling the House to showcase its best practices, and to educate and financially sponsor local farmers to help them follow a similar path. The House’s goal is to have 10% of all sourced grapes certified organic by 2025 and 100% of its viticulture certified sustainable by 2027.
In financial year 2022/2023, Metaxa will ramp up the campaign in digital with the launch of a new brand website and a dedicated social and influencer campaign. It will also launch the new Metaxa 5 Stars Orange Limited Edition in its core markets, offering consumers a different way to enjoy Metaxa 5 Stars as an aperitif. Lastly, Metaxa plans to invite top mixologists to experience Liknon on Samos.