E-Malt.com News article: UK: Carlsberg Britvic brings Greek-style lager Mythos to the UK

Carlsberg Britvic is expanding its premium beer portfolio with the UK retail launch of Greek-style lager Mythos, as it looks to capitalise on growing demand for Mediterranean-inspired drinks, the Grocery Gazette reported on March 17.

The brand, which has long been popular with British holidaymakers, will land in Tesco stores and Booker depots from 18 March, before a wider rollout across grocery, convenience and impulse channels in September.

Positioned as the only Greek-inspired lager currently available in UK retail, Mythos is set to complement existing world beer ranges, where Spanish and Italian-style lagers have seen sustained growth in recent years.

Carlsberg Britvic said the launch taps into increasing consumer interest in Greek culture and cuisine, with 4.5 million Brits travelling to Greece last year and demand for Greek food rising by 17 per cent year on year.

Dharmesh Rana, brand director for premium brands at Carlsberg Britvic, said: “We’re seeing clear momentum in premium, world beers, with shoppers looking to trade up for authentic products with a compelling cultural story.

“Mythos is a leading Greek-style lager that brings something genuinely different to the world beer fixture, capturing the spirit of the Greek islands in a way that resonates strongly with UK shoppers.”

The supplier believes the brand can help retailers drive premiumisation within the category, offering a differentiated product in a segment that continues to expand as consumers seek more experiential, destination-led drinks.

Mythos will be available in multiple formats, including a 660ml bottle, four-pack and 10-pack cans, aimed at a range of consumption occasions from at-home dining to outdoor gatherings.

The move reflects broader efforts by suppliers to diversify world beer ranges beyond traditional European strongholds, as retailers look to unlock incremental growth and respond to evolving consumer tastes.


17 March, 2026