Mythos is to get a renewed push in the UK, with a domestically brewed version of the Greek lager rolling out from this month.
The “Greek-style” lager has launched in over 1,400 Tesco Express stores and over 600 stores in its main estate, as well as in Booker, ahead of a wider rollout across grocery, convenience and impulse channels this autumn.
It will be available in a variety of formats including 660ml bottles (rsp: £2.75), 4x440ml cans (rsp: £6) and 10x440ml cans (rsp: £13).
The push for Mythos came amid “clear momentum in premium, world beers”, said Dharmesh Rana, brand director at UK supplier Carlsberg Britvic.
“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,” Rana said. “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 will have an abv of 4.6% in the UK, compared to the 5% abv imported version hitherto sold in B&M stores and other specialist retailers.
It joins a growing cohort of world lagers that are produced locally and at a lower strength for the UK market.
Cruzcampo, for example, carries an abv of 4.8% in Spain but 4.4% in the UK.
Estrella Damm is 5.4% abv in Spain and 4.6% abv in the UK, while Amstel is 5% abv in the Netherlands and 3.4% abv in the UK.
The decision to produce Mythos at a lower abv in the UK was “based on consumer preference and category norms”, a spokeswoman for Carlsberg Britvic said.
“Many beers in the UK are brewed at a lower abv than those in Europe,” she said. “Through our collective brewing expertise, the investment in innovation within our industry, and our strong commitment to supporting moderation, we are able to brew excellent beers with slightly less alcohol to deliver the great taste and quality our drinkers expect.”
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