Carlsberg Britvic brings holiday‑favourite Mythos to UK retail

Carlsberg Britvic is expanding its premium world beer portfolio with the UK retail launch of Mythos, the iconic Greek‑style lager long associated with British holidaymakers’ trips to the Greek islands.

The rollout marks a move to tap into the fast‑growing world beer segment, where consumer appetite for authentic, culturally rooted brands continues to accelerate.

Mythos, one of Greece’s best‑known lagers, will initially be available through Booker from 18 March before reaching wider grocery, convenience and impulse channels later in the year. The beer will be offered in multiple formats, including 660ml bottles and 4‑ and 10‑can multipacks, giving retailers flexibility across price points and occasions.

According to Carlsberg Britvic, the decision to bring Mythos to UK shelves is driven by a clear gap in the world beer fixture. While Spanish and Italian lagers have seen strong year‑on‑year momentum, the company believes there is room for a premium Greek‑style lager with strong emotional resonance among British consumers. Many UK shoppers already know Mythos from holidays abroad, and the brand’s sunny, carefree associations give it a distinctive edge in a competitive category.

Dharmesh Rana, brand director – premium brands at Carlsberg Britvic, says the launch is a natural evolution for the company’s expanding world beer line‑up.

“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,” he explains. “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.”

The launch also aligns with Carlsberg Britvic’s broader strategy to strengthen its premium portfolio following the formation of the new multi‑beverage business in 2025. As the UK’s largest market by revenue for the Carlsberg Group, the company is leveraging its scale, distribution network and category expertise to introduce brands that can drive value for retailers and meet evolving consumer tastes.

Mythos is positioned as a premium yet accessible world beer suited to sociable, relaxed drinking occasions — from barbecues and garden gatherings to at‑home dining. Carlsberg Britvic describes the brand as bringing “the carefree spirit of the Greek Islands into everyday occasions,” a proposition that plays directly into the emotional pull of travel‑inspired products.

For retailers, the arrival of Mythos offers an opportunity to diversify their world beer range with a brand that already enjoys high recognition and positive associations among UK holidaymakers. With consumers increasingly seeking products that evoke authenticity, escapism and cultural connection, Carlsberg Britvic expects Mythos to perform strongly alongside established Mediterranean favourites.

As the world beer category continues to premiumise, the introduction of Mythos signals Carlsberg Britvic’s intent to lead the segment with brands. For UK shoppers, it means a taste of Greece — no passport required.