Axia at Athens Bar Show 2025

The Athens Bar Show - one of Europe’s most dynamic and influential gatherings for bar and beverage professionals - returned in 2025 to mark its 15th anniversary. The milestone event welcomed thousands of bartenders, buyers, and industry leaders from across the globe. For Axia Mastiha Spirit, this year’s show offered an important opportunity to engage the international trade community and continue expanding awareness of Greece’s modern extra-dry Mastiha.

 

A Shared Platform for Education: Axia x Beverage World

In partnership with Beverage World, Axia introduced a stand designed to encourage discovery and foster a deeper understanding of Mastiha, the storied Greek resin that defines the brand. The space blended educational touchpoints with interactive elements, inviting visitors to explore the heritage of Chios, the craftsmanship behind distillation, and the Mediterranean character at the core of Axia.

One of the stand’s most memorable elements was an immersive activation that saw consistently high participation across both days of the show.

 

 

“Paloma Like You’ve Never Seen”: An Interactive Blindfold Experience

To highlight Axia’s signature serve, the team introduced a blindfolded Paloma challenge - an engaging sensory experience that invited attendees to build an Axia Paloma using touch alone. The activation encouraged connection, curiosity, and play, offering a fresh perspective on a familiar cocktail.

 

 

Showcasing Modern Mediterranean Mixology

Axia’s on-tap cocktails received encouraging feedback from trade professionals, who noted the spirit’s versatility and balanced profile. The serves demonstrated how extra-dry Mastiha can complement contemporary cocktail programs, reinforcing Axia’s role in the evolving Mediterranean drinks landscape.

 

A Moment for Sharing

A dedicated photobooth provided guests with a lighthearted way to capture their experience. More than 350 photos were taken and over 700 prints produced throughout the event, contributing to a steady stream of social engagement shared through our growing community.

 

 

Global Exchange: Subject x Shinji’s

To conclude the week, Axia co-hosted a collaborative guest shift at Subject, featuring Jonathan Adler, Beverage Director of New York’s renowned Shinji’s Bar. Supported by Axia and Kastra Elion, the evening highlighted an exchange of techniques and approaches, underscoring the value of cross-cultural dialogue within the cocktail community.

 

 

A Meaningful Milestone for Axia and Greek Spirits

The 2025 Athens Bar Show represented a significant moment for Axia, marked by increased visibility, strong trade engagement, and a growing interest in contemporary Greek spirits. From hands-on experiences to global collaborations, the week underscored Axia’s ongoing commitment to introducing the distinctive character of extra-dry Mastiha to audiences worldwide.