METAXA needed a scalable on-trade activation system to drive trial and engagement among younger audiences across different venue types. The challenge was translating Greek heritage and a colour-coded SKU strategy (5, 7, and 12 Stars) into memorable bar experiences that encouraged repeat purchase.

Designed the complete on-trade toolkit including branded environments, serve rituals, POS visibility systems, and interactive engagement mechanics. Created a modular framework that adapted across venue types while maintaining brand consistency.

Developed a colour-zoned system where each METAXA expression had its own visual identity within the brand universe. Designed theatrical serve rituals that elevated hero serves into shareable moments, and created immersive branded environments using Greek-inspired visual elements. Built engagement mechanics that encouraged interaction and discovery across the product range.

Increased in-venue visibility through colour-zoned branded spaces. Elevated hero serves into memorable, theatrical rituals that drove social sharing. Created a scalable activation framework successfully deployed across multiple venue types.