Mythos: Greece’s biggest export beer hits Australian shores

Posted by Nicole Eckersley on 5th August 2010

Mythos six packMythos, the largest selling Greek beer worldwide, will soon hit Australian shelves and restaurant tables, to be imported, marketed and distributed by Coopers Brewery and American Beverages Distributors joint venture, Premium Beverages Pty Ltd.

Mythos is Greece’s third most popular beer and its brewery in Thessaloniki is Greece’s second-largerst, a member of the Carlsberg group since 2008.

The beer, targeted at 25-40 year olds, will be supported with a number of marketing and PR activities, including celebrity launch events with Greek food matching, media relations activities and sales promotions.

In conjunction with the marketing activity, there will be a significant sales push by Premium Beverages, whose successful capabilities have been demonstrated by establishing the Coopers brand nationally.

Bruce Siney, Managing Director of Premium Beverages said “The premium segment is still showing a very healthy double digit growth.   Australian’s love affair with Greek culture and Greek food means that with Mythos in our portfolio, we can really capitalise on some growth opportunities and trends in the Australian beer market, especially in the import sector.”

The beer, brewed in Thessaloniki, Greece, has strong brewing credentials and a friendly, easy going brand personality.  The brand positioning and marketing materials are about embodying everything visitors and locals love about Greece.

Mythos has a balanced, slightly sweet taste comprising  of fruity nuances and hops, yet just the right amount of bitterness. With a long lasting and clear aftertaste, it is the refreshing way to enjoy the finest brew Greece has to offer. The beer is 4.7% ALC/VOL and will be sold in a 6x330ml packs (RRP – $15.99) and 4x (6x330ml) cases (RRP – $44.99).

CEO of Mythos Breweries International, Soren Brinck, said about the new partnership, “We are very excited to team up with Premium Beverages as we share a passion for premium beers. The sales performance of the Premium Beverages organisation over the last four years is impressive.  For Mythos Breweries this partnership is an important step towards achieving our strategic goals in one of our key international markets.”