Metaxa relaunches its 12 Stars expression

31 October, 2016

Metaxa has relaunched its Metaxa 12 Stars expression in the UK, supported by the appointment of a new brand ambassador.

The 12 Stars alignment, which is said to reflect the “bold and innovative nature of Metaxa’s quest to create an amber spirit”, also has new premium packaging.

The new brand ambassador, Mike Horn, will represent Metaxa 12 Stars via his life and achievements as an explorer. A digital campaign for the brand is an invitation to explore.

The drink is deep golden and amber-coloured, and it should be served on the rocks, according to the company. It boasts fragrant notes of toasted oak, fruits and spices, which meet with dried flowers, spicy hers, chocolate, coffee, dried prunes and orange peel to create a rich and silky drink. The drinker will then explore the complex tastings of dark cocoa, liquorice, dried orange, honeyed figs and prunes, which develop on the palate.

The House of Metaxa was founded by Spyros Metaxa in 1888. The Greek spirit is a blend of aged distillates and fine Muscat wine from the Aegean islands. Metaxa is said to owe its celebrated smoothness to the intensely aromatic grapes grown under the Aegean sun. 




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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