Greece: Historic beer brand may appear again in the market this spring

ΦΙΞ (FIX) beer, one of the oldest Greek brands, imprisoned in oblivion, is coming back to the market, the Greek newspaper Kathimerini reported earlier this week.

The "ΦΙΞ" (FIX) brewery was set up in Athens in 1864. The beer it produced pretty much dominated the Greek market until the mid 60s when Amstel was imported. In the decades to come ΦΙΞ gradually declined and the company finally collapsed in 1982.

The trade marks passed on to a bank, the company's main creditor, and then "toured" a bit before being acquired by their current owner, a Greek company in the beverage market, it is reported.

According to the newspaper, the historic beer is to reappear in the Greek market, sometime this coming spring. It would be interesting to see if its undoubted historic allure will help it in the tough Greek beer market, analysts said.

17 February, 2010