Mythos is gaining ground in the British market, and Carlsberg plans to expand its distribution following the brand’s launch in the spring. The Danish group’s management said it was pleased with the beer’s commercial reception during a conference call on its third-quarter 2026 results, seeing scope for further growth.
Carlsberg chief executive Jacob Aarup-Andersen described the Mythos launch as successful, highlighting its potential in the World Beer category. “We saw an excellent launch for Mythos over the summer. We will expand its distribution and are particularly excited about the potential Mythos has in the international beer category,” he said. Chief financial officer Ulrica Fearn also spoke positively of the brand, placing it within the group’s strategy to strengthen its portfolio of international brands.
Mythos’s presence in Britain, however, comes with a particular twist. Although marketed as a beer inspired by Greece, it is brewed and packaged in Britain. Carlsberg Britvic itself said in its announcement on 16 March about the launch that the Mythos sold in the British market is brewed and packaged in Britain.
Sales began on 18 March through Tesco and Booker. The company said the initial rollout covered more than 1,400 Tesco Express stores and over 600 larger Tesco stores, with expansion across the wider retail network and smaller outlets planned from September. Mythos is available in a 660 ml bottle and a four-pack of 440 ml cans.
Carlsberg is seeking to capitalise on Greece’s popularity with British consumers. In its March announcement, it cited the 4.5 million Britons who travelled to Greece in 2024, as well as growing demand for Greek cuisine. Meanwhile, according to NielsenIQ figures cited by the company, sales by value in Britain’s World Lager category rose 3.4% year on year, while the overall lager market fell 0.5%.
According to The Grocer, the beer is brewed in Northampton, and has an alcohol content of 4.6%, compared with 5% for the Greek version. The British trade magazine The Grocer has strongly criticised major brewers’ practice of making European beer brands in Britain, often with a modified recipe and lower alcohol content.
In an article on 18 March 2026, prompted by Carlsberg Britvic’s decision to brew Mythos in Northampton rather than import it from Greece, the magazine raised the question of authenticity in the category of so-called world lagers. It described the Mythos case as a “turning point”.