Last night in London kilts and headdresses collided as two very distinct worlds united. It’s hard to imagine there has ever been a more amusingly incongruous marriage than Scotland and Brazil. Certainly the marketing minds behind Ballantine’s Brasil have been having fun with the idea. The launch's accompanying cocktail creations include the Highland Samba and the Glen Coco.
Metaxa 5 Stars Roots Collector’s Edition draws inspiration from the company’s long history - having been founded in 1888 - and follows last summer’s limited edition, Metaxa Rising Sun.
A 1litre (38% abv) bottle is available at HDFS stores in Greece for €21.10 duty free or €22.70 duty paid.
The Greek brandy is housed in a gold-coloured bottle featuring the brand’s emblem the ‘Salamina Warrior’ - a depiction of a man, it is said, that fought in the Salamina battle between the Greeks and Persians in 480 BC.
According to the brand, the launch is supported by a series of publicity events at Greek airports throughout the summer.
Panos Sarantopoulos, CEO, House of Metaxa, said: “In a world of uncertainty it is imperative to have deep, solid roots. Today, Metaxa grows thanks to the roots that have been nourishing our vibrant, original spirit since 1888.
"Metaxa also grows thanks to solid partnerships with pioneering players in international travel retail, such as Hellenic Duty Free Shops, who bring travellers exciting, value-building propositions. The Roots edition of Metaxa 5 Stars is such a proposition. It is an initiative that increases traffic to and transformation at the point of sale.”
George Velentzas, deputy CEO & general manager of Folli Follie Group, owner of HDFS, said: “Over the last 30 years Metaxa and Hellenic Duty Free Shops’ co-operation has led to great results and we would like to express, once again, how pleased we are with this fruitful partnership.
“Metaxa’s innovation, enthusiasm and dedication to Hellenic Duty Free Shops is apparent once again as Metaxa 5 Star 1 litre Roots is made available exclusively at Hellenic Duty Free Shops. This exclusive placement really appeals to us and we believe that it will appeal to travellers too.”