The French company, Rémy Cointreau, which has owned the historic brand Metaxa since 2000, is focusing on bringing it closer to the new generation while strengthening its Greek character in order to expand into foreign markets.
GREECE AT THE HEART OF THE STRATEGY
According to Dorothee Heriard Dubreuil, Managing Director of the House of Metaxa, Rémy Cointreau’s strategy for further strengthening Metaxa begins in Greece. She mentioned that the Greek market is the cornerstone of the French group’s strategy due to the country’s preference in terms of tourism.
“UNIQUE BRAND” IN GREECE
She added that Metaxa, holding 96% of the category in the Greek market, is a unique brand in Greece and actually the category itself, as it has managed to be associated with the cognac category in the consumers’ minds since its establishment. To make it more relevant to younger generations of consumers, the company is focusing on bars and restaurants, which will also enhance the brand’s internationalization.
MAKING THE MOST OF THE TOURISM’S MOMENTUM
The Managing Director explained that it is important for tourists from Rémy Cointreau’s key markets, such as Poland, the Czech Republic, Germany, and the UK, who are visiting Greece, to see that Metaxa is present in these channels. By rebuilding Metaxa and making the most of the country’s tourism strength, visitor will get inspired to buy the brand in their home countries. Metaxa holds the third position in volume and value in Rémy Cointreau’s global portfolio.
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