Post by Carlsberg Group

We’re officially welcoming Mythos – the iconic Greek‑style lager – to our UK portfolio. Loved by holidaymakers and synonymous with unforgettable moments under Mediterranean sunshine, this ‘premium beer with a Hellenic heart’ is now available for UK consumers to enjoy. Did you know? Appetite for Greek culture is on the rise. In 2024 alone, 4.5 million Brits travelled to Greece, while demand for Greek cuisine grew 17% year on year. Today, Greek food ranks as the third most sought‑after world cuisine among UK consumers – yet many still struggle to find authentic Greek products at home. This matters. World beers continue to outperform the wider lager category, with Spanish‑ and Italian‑style lagers driving strong momentum as shoppers seek Mediterranean‑inspired choices. By bringing Mythos into everyday occasions, Carlsberg Britvic helps shoppers reconnect with that carefree, sociable Greek holiday feeling 😋