Carlsberg Britvic has introduced Greek-style lager Mythos to UK shoppers, positioning it as the only Greek-inspired lager currently available in UK retail.
The launch targets the world beer segment’s Mediterranean trend, where Spanish and Italian styles continue to grow year on year. With about 4.5 million UK trips to Greece in 2024 and demand for Greek cuisine rising, Mythos aims to tap interest in Hellenic flavours and drive premium lager trade-ups.
Mythos is available now from Booker, with a wider rollout across grocery, convenience and impulse in September 2026.
Formats include a 660ml bottle at RSP £2.75, 4x440ml cans at RSP £6, and 10x440ml cans at RSP £13.
Dharmesh Rana, Brand Director – 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 brings something different to the fixture and offers retailers an opportunity to drive incremental growth by filling a gap in the category.”
