Adnams adds beer duo to portfolio

The Suffolk brewer has signed a deal with the Greek Mythos Brewery to take over distribution of its Mythos beer in the UK, and will be launching a new Swedish lager from the Spendrups brewery next week.

Mythos has been available in the UK before, through Scottish & Newcastle, which has a stake in the brewery. When S&N was bought in a Heineken and Carlsberg joint bid last year, the brand became part of the Carlsberg portfolio.

Subsequently both Carlsberg and the Greek brewery felt that "Mythos would benefit from a smaller distributor, which could concentrate on developing the brand rather than getting lost in a big portfolio," said Adnams sales director Rob Flanagan.

As one of Greece's top three beer brands, it has a strong presence in its tourist areas, according to the company.

"The brand has huge potential in the UK because of our affection for the Greek islands," Flanagan said.

The new Swedish beer, Mariestads, is a more premium offer and will be more expensive than Mythos, with more targeted distribution.

"Mariestads is a 5.3% abv premium, well-crafted lager, which we will be targeting at premium bars and restaurants and a more discerning consumer," explained Flanagan.

Adnams has had a relationship with the Spendrups brewery for some time, as the Spendrups imports its beers into Sweden. Mariestads is the first of the Spendrups portfolio to be launched here, though Adnams plans to bring more over in the future.

Both of the new imported lagers join the Bitburger range of beers, from the German brewery, which Adnams already distributes across the UK.