Cult beer popular with holidaymakers finally hits UK supermarkets
Poppy Bilderbeck
Featured Image Credit: haoliang/Getty Images
A cult beer which is the 'only' one 'currently available in UK retail' to be inspired by one specific destination has now become available to buy in select supermarket stores.
The sun peeps out for two seconds and suddenly you see everyone in flip-flops, shorts and hauling back crates of beer from their local supermarket. Welcome to Britain.
You've kicked back on a sun lounger in the 17 degrees the UK has recently been hit with, but you're missing one thing. Prepare for the real deal.
A cult beer is now here to ensure when you close your eyes you trick yourself that tiny bit more that you could actually be sat on a beach somewhere in Greece, just steps away from a clear blue sea.
Advert
As of yesterday (March 18), Carlsberg Britvic launched its Greek-style beer Mythos in the UK.
On March 16, Carlsberg Britvic took to its website to announce it was bringing 'a taste of Greece to UK shoppers' with its 'iconic, much-loved Greek style beer'.
Dubbed 'a holiday favourite among British travellers,' it drew on statistics from the UK Greek food growth reporting of 2025, reflecting '4.5 million Brits traveled to Greece in 2024' and the 'demand for Greek cuisine' being 'up by 17 percent year-on-year'.
It added the 'premium lager will complement major supermarkets' Mediterranean beer line-up as the only Greek inspired lager currently available in UK retail'.
And it will come in a 'variety of formats' suitable for any occasion from 660ml bottles to 4x440ml cans and 10x440ml cans too.
The cost? RRPs of £2.75, £6 and £13.
So where can you get your clammy hands on a cold Mythos then?
Well the product is set to rollout across 1,400 Tesco Express stores alongside 600 plus 'main estates'. It will also be available on Booker sites.
Other supermarkets are expected to get access from September onwards.
Brand director of Premium Brands at the company, Dharmesh Rana, reflected: “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.
"We’re seeing clear momentum in premium, world beers, with shoppers looking to trade up for authentic products with a compelling cultural story."
Rana praised Mythos as a 'leading Greek style lager' which '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," they added.
So, given how temperamental the British weather is, why not hop out and grab some Mythos to make the most of it eh?
Drinking responsibility and all of that, of course.