Carlsberg has commenced the importation of its Mythos mark to the UK amid what the brewer calls a growing “appetite for Greek culture” in the country.
The Greek lager has gone on sale in the UK this month, with a ten-pack listed on retail multiple Tesco’s website for GBP14 (US$18.97). Scant information about the rollout was provided in an initial LinkedIn post about the move today (17 April); Global Drinks Intel has contacted Carlsberg for more details.
“Appetite for Greek culture is on the rise,” the group said in the post. “In 2024 alone, 4.5m 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.”
At the start of this month, Carlsberg unveiled a worldwide marketing push for French beer 1664 fronted by Robert Pattinson. The Twilight actor was hired as 1664’s global brand ambassador last year.
