As a professional event photographer in London, I was commissioned to capture the Metaxa 12 Stars product launch party at The Hoxton, Holborn — a stylish, centrally located venue perfect for high-end promotional events. The brief for this brand launch photography assignment was clear: to provide full reportage-style coverage of the evening, focusing on storytelling, brand visibility, and visual content that could be used for press, marketing, and social media.
Capturing the Essence of a Premium Drinks Brand Launch
The Metaxa 12 Stars event was a dynamic, multi-layered experience designed to immerse guests in the world of the brand. My job as the event photographer was to capture every key moment and detail that made the night unforgettable — all while ensuring the Metaxa brand remained front and centre in the imagery.
The photography brief included:
• Candid reportage of guests arriving and engaging with the brand
• Action shots of bartenders crafting signature Metaxa cocktails
• Guests enjoying drinks and interacting with the immersive brand experience
• Still-life images of the Metaxa 12 Stars bottle and bespoke cocktail creations
• Detailed shots of branded collateral including posters, signage, and custom decor
• The venue and event ambience
• Coverage of live presentations, projections, and interactive "five senses" stations
• Close-ups of canapés, drinks in hand, clinking glasses, and laughter-filled moments
As with every launch event I photograph, the goal was to provide a full gallery of imagery that the brand could use immediately across press releases, media kits, social content, and future PR campaigns.
The Power of PR Photography for Product Launches
PR photography plays a crucial role in building momentum and visibility for any new product. For brands like Metaxa — and others in the drinks industry — a successful launch event isn’t just about who attends, but how the event is visually remembered and shared.
Professional event photography ensures that every key brand message, design element, and customer interaction is documented with care. These images become valuable marketing assets that can:
• Support media coverage and press placement
• Enhance social media engagement with vibrant, high-quality content
• Elevate brand storytelling through powerful visuals
• Document the event for internal communications and stakeholder reports
• Contribute to future campaigns
As a London product launch photographer, I bring an editorial mindset to every event — capturing the energy of the room and the story of the brand in an authentic, visually rich way.
Discreet, Professional, Results-Focused Photography
With years of experience photographing for drinks brands, hospitality clients, and luxury product launches, I know how to blend into the background and document key moments without disrupting the flow of the event. My approach is friendly, flexible, and always focused on delivering exceptional results.
Whether you're hosting a launch party, VIP tasting event, media preview, or brand activation, I’ll work with you to ensure the final images align with your goals and exceed expectations.
Looking for a Product Launch Photographer in London?
If you're planning a drinks brand launch, PR event, or experiential marketing campaign in London or anywhere in the UK, let’s talk. I offer tailored photography services for:
• Product launches
• Brand activations
• Outdoor promotional events
• Corporate and media events
• Hospitality and lifestyle shoots
Let’s make your event one to remember — visually and strategically.
Get in touch on info@minnarossi.com to discuss your upcoming event and learn how professional photography can elevate your brand presence.
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