Greek beer made available in UK

Carlsberg Britvic is set to bring a taste of Greece to UK shoppers, with the introduction of the Greek style beer, Mythos.

Already a holiday favourite among British travellers, the premium lager will complement major supermarkets’ Mediterranean beer line-up, as the only Greek inspired lager currently available in UK retail. The arrival taps into a clear gap in the world beer segment, where Spanish and Italian style lagers continue to see strong year-on-year momentum¹ as shoppers continue to enjoy Mediterranean-inspired drinks.

With 4.5 million Brits travelling to Greece in 2024² and demand for Greek cuisine up by 17% year-on-year,³ Mythos is perfectly placed to tap into the UK’s love for all things Hellenic style. Greek ranks as the third most popular world cuisine UK consumers are keen to try, but many still find it difficult to access these products.⁴ By bottling the taste of the carefree, sun-soaked spirit of the Greek Islands* and bringing it into everyday occasions, Mythos is primed for high-energy, sociable settings. These range from barbecues and outdoor get-togethers to lively at-home dining and more. For retailers, this creates the perfect opportunity to offer shoppers a beer that will drive premium lager trade-ups and unlock incremental sales in a world beer segment that remains ripe for expansion.

Dharmesh Rana, brand director – premium brands, Carlsberg Britvic, commented: “Increasing the remit of a beer that so many British consumers already know, love and associate with memorable holiday moments is an exciting evolution for our beer line-up. 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. For retailers, it’s a clear opportunity to drive incremental growth by filling a gap in the category and tapping into demand for premium, destination-led brands.”

Mythos was made available across Tesco stores** and Booker sites from 18 March, before it rolls out across the wider grocery, convenience and impulse channels in September 2026. The launch will be available in a variety of formats suited to a range of consumption occasions, including: 660ml bottle (RRP: £2.75), 4x440ml cans (RRP: £6) and 10x440ml cans (RRP: £13).

¹ NielsenIQ RMS, Total Coverage, World Lager (+3.4%) Vs Lager Category (-0.5%) Carlsberg Britvic Defined, Value Sales, MAT 52 w/e 14/02/26

² Greek Tourism Ministry / ABTA reporting, 2024

³ UK Greek food growth reporting, 2025

⁴ CGA by NIQ, Food Insights Report 2025, Sample Size:1999