New packaging and digital campaign for Metaxa

Remy Cointreau brand House of Metaxa is relaunching its Greek brandy-based liqueur, Metaxa 12 stars, following the appointment of a new ambassador, modern-day explorer Mike Horn.

The relaunch features a new packaging for the liquid and a digital campaign.

After being unveiled as the new ambassador, Mike Horn says: “After an achievement to be shared in a moment of authentic friendship, I enjoy a fine drink, naturally a Metaxa 12 Stars.”

The new packaging for the 12 Stars features the signature of brand's founder Spyros Metaxa engraved on both sides of the bottle and also bears the emblem of Metaxa: a golden Salamina warrior standing proud as a symbol of courage, carrying the roots of the House. The bottom of the bottle aims to bring to mind a fine drinking glass and is sealed with a deep blue cap.

The Paris-based design agency Futurebrand has worked on the redesign, keeping the original bottle shape and seeking to introduce a new identity.

Arnaud Collas, international marketing director, House of Metaxa, says: 'The new design is an invitation to begin the exploration of Metaxa 12 Stars, it is the very first step into the Metaxa experience, that awaits explorers of authentic journeys. The revamped packaging aims at emphasising the elements that made Metaxa the iconic spirit that it is today and pays tribute to our roots and history, while bringing an actual and very elegant new perspective to the packaging style of the House. By exploring Metaxa 12 Stars, one truly becomes part of our history and of our future.'

The digital campaign focuses on sensory experiences, guided by Horn. Metaxa intends for the digital campaign to educate users on the brand's philosophy by providing a journey. Currently concluding the digital journey is an offer for users to join Horn on a real life exploration, accompanied by a videographer who will document the experience.

The newly packaged Metaxa 12 Stars, 40% ABV, has an RRP of £30.

19 November 2016 - Sam Coyne The Drinks Report, editorial assistant