Carlsberg Britvic is expanding its beer portfolio in the UK with the launch of Mythos, a Greek-style lager now being produced domestically to support a renewed push in the premium world beer segment. The rollout began on March 18 via Booker and Tesco, with broader distribution across retail and convenience channels planned for later in 2026.
Originally developed in Greece, Mythos is part of the global portfolio of the Carlsberg Group, which has owned the brand since acquiring the former Mythos Brewery in 2008. Today, Carlsberg manages the brand internationally, including its latest UK expansion through its Carlsberg Britvic entity.
The move reflects a strategic effort to tap into growing UK demand for Mediterranean-inspired beers, driven by strong travel links and rising interest in Greek cuisine. With around 4.5 million British tourists visiting Greece in 2024 and Greek food demand increasing significantly, the brand aims to translate holiday associations into everyday consumption occasions.
Dharmesh Rana, Brand Director – Premium Brands at Carlsberg Britvic, highlighted that Mythos offers retailers a clear opportunity to unlock incremental sales by filling a gap in the category, as Greek-style lagers remain underrepresented compared to Spanish and Italian imports. The beer is positioned as a premium, destination-led product designed for social occasions such as barbecues and at-home dining.
This move reflects a broader industry trend of international brewers producing Mediterranean-style brands locally in the UK. Examples include Heineken, which brews Cruzcampo at its Royal Brewery in Manchester, launched in the UK in April 2023, and Damm, which produces Estrella Damm at its Eagle Brewery in Bedford, acquired from Carlsberg Marston’s in 2022 and reopened in 2024 following a GBP 70 million (USD 89 million) investment. Other examples include the Italian lager Birra Moretti, owned by Heineken, and the Mexican lager Corona, owned outside the USA by AB InBev, both of which are also brewed locally in the UK.
However, the domestic production of internationally positioned beers continues to raise questions around authenticity. A similar debate emerged around Madrí Excepcional, brewed and distributed in the UK by Molson Coors Beverage Company , which—despite its Spanish branding— is not available in Spain,, prompting discussions about transparency and consumer perception (inside.beer, 05.06.2024).
To align with UK consumer preferences and benefit from lower taxes, the locally brewed version of Mythos, like other international beers in the UK (inside.beer, 12.11.2025), features a reduced alcohol content of around 4.5% ABV compared to approximately 5% for the imported variant previously sold in bars and specialist retailers.
The launch also reflects the broader integration strategy following Carlsberg’s acquisition of Britvic in 2024 (inside.beer, 8.7.2024), creating a multi-beverage platform that combines beer and soft drinks. By leveraging Britvic’s strong UK distribution network alongside Carlsberg’s brewing expertise, the group aims to accelerate market penetration and diversify revenue streams in a resilient but increasingly premium-focused beverage market.
Mythos will be available in multiple formats, including 660ml bottles (GBP 2.75 (USD 3.50)), 4x440ml cans (GBP 6 (USD 7.65)) and 10x440ml cans (GBP 13 (USD 16.55)), targeting both on-trade and off-trade consumption occasions.
