E-Malt.com News article: Greece & Australia: Greek Mythos beer to be soon available to Australian consumers

Mythos, the largest selling Greek beer worldwide, will soon be imported, marketed and distributed in Australia by Coopers Brewery and American Beverages Distributors joint venture, Premium Beverages Pty Ltd, AFN communicated on August, 5.

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.

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 is 4.7% ALC/VOL and will be sold in a 6×330ml packs (RRP - A$15.99) and 4x (6×330ml) cases (RRP - A$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.”



06 August, 2010