15 September 2009 METAXA recently unveiled its new image at the Athens International Airport and in the Duty Free Shops.

A product that, for more than 120 years, has been Greece’s true ambassador to the world, METAXA has been the number one drink in its category in the travel retail market on a worldwide level and, for many years, has had a significant presence at the Athens International Airport and at many other airports throughout Greece and abroad.

Focusing on the new label of METAXA 5*, the product – flagship of the METAXA family, the new image conveys, in an impressive and contemporary manner, the timeless elements that make up the identity of the famous Greek spirit: the Greek character – the bright yellow-golden colour that alludes to Greece’s sun and light – authenticity and quality – “the original Greek spirit”, the recipe of which has remained untouched since 1888, while, at the same time, the glass on the label reminds us of the new refreshing way of drinking METAXA 5* with tonic.

The new image appears on a number of advertisements at visible points throughout the airport and on short promotional films inside the Duty Free Shops. In addition, in the Duty Free Shops, the special showcases of METAXA have been designed anew so as to enable the consumer, with the use of the taste notes, to easily distinguish the characteristics of the various types of METAXA and to display the new, limited release product of the METAXA family, the most valuable Greek distillate, AEN METAXA.

METAXA, the most famous Greek spirit in the world, is a category of its own. Special and distinct, its production process has remained true to the authentic recipe that Spyros Metaxa created in 1888. Old wine distillates from Greek varieties are fused with a sweet muscat wine and a secret recipe made up of essential oils from rose petals and herbs to create the unique, simple and timeless character of METAXA.