METAXA is a greek, one of a kind spirit made of unique tastes of Samos Muscat wines, aged wine distillates and Mediterranean botanicals for an intense smoothness.

So far, METAXA was positioned as ‘The smoothest amber spirit under the sun’ supported by the core product METAXA 5 Stars and building on the brand idea ’Feel the caress of the sun’.

However, the House of METAXA chose to accelerate its premiumization strategy by shifting out of mass segment to premium and above – notably by making METAXA 12 Stars become the flagship of the House with a revised concept expressing the benefit of ‘sensorial journey’. With that in mind, there was a fundamental need to define a new brand idea that would help the brand achieve a new strategy for the years to come, embody it on METAXA 12 Stars and then spread it throughout all touchpoints.

The work done on the METAXA 12 Stars flagship eventually lead to a redesign of the complete product ragne, the launch of Metaxa reserve and relaunch of the prestigious Angel’s Treasure.