When innovation takes the taste experience to the next level!
Our company’s philosophy remains the same from the day our first factory opened in 1963, until today: prioritizing taste and offering high quality products. Since the beginning of production of the emblematic brand ‘Amstel’ our priority to always please our customers has never changed. This strategic approach has been a catalyst in our emergence as the largest beer producer in Greece.
We create the future along with our consumers, by monitoring the trends in the beer and cider market. We took one step further and adopted innovation as an integral part of the development of a new product.
Our company’s long-term innovation plan is based on the internationally recognized “Stage-Gate” method of new product development. This method includes specific phases (“Stages”) as well as checkpoints between phases called “Gates” to address any changes in the beer market along with trends, depending on the priorities and the link to our company’s strategy.
At Athenian Brewery, we are constantly evolving into a company with products falling under various categories. Our portfolio contains global as well as local beer brands, low-alcohol or alcohol-free beers, ciders and water. Through this method, new products are considered as co-creations between Athenian Brewery and final consumers.
Thanks to our significant investments in innovation, the modernization of our facilities and digital transformation, we have achieved a drastic reduction in the time required between the development of a new product and its placement on the market. Thus, our consumers are the first ones to enjoy our unique flavors.
NYMFI is a lager beer produced with 5 hops. It has a distinct taste with floral aromas and a mild bitter aftertaste that completes the taste experience. It is produced exclusively in Thessaloniki and all elements on its packaging are designed by our local partners.
Five different varieties of hops and barley exclusively from Macedonia are used for its production.
Although cider is considered a new category in Greece, it has an international tradition of at least a thousand years, with historical references dating back to antiquity. Cider is a natural and refreshing alcoholic beverage, produced from apples (and not from barley and hops like beer), which is why it has a sweet taste, that makes it so popular.
During the summer of the same year, at Athenian Brewery, we created the first Greek cider brand: “Milokleftis” (4.5% alcohol) from Greek apples.
Apart from the top Greek cider, Athenian Brewery also offers in the Greek market the Strongbow cider, which is considered the No1 choice in the category worldwide.
From local beers to unique ciders
MAMOS is a distinctive aromatic pilsner, produced exclusively at the factory of Patras from Greek barley and three hop varieties, and it is the result of a fruitful cooperation with the Mamos family. It is a recirculation of the beer produced in Patras by Petros Mamos, the first Greek graduate brewer, in 1876.
From craft beers, to alcohol-free beers
Craft beers are a trend that started in the USA and later evolved into a global trend, making the beer category enticing and enjoyable.
The fastest growing sub-category of the craft beer category is the Indian Pale Ale (IPA). Upon perceiving this trend, we created the AMSTEL KARGO IPA in the Greek market while we also distribute the No. 1 IPA in the world, Lagunitas IPA.
Moreover, taking into consideration that many consumers are concerned with matters of a healthy diet and pay attention to both the amount of alcohol they consume and their calorie intake, we are dynamically expanding our portfolio with low-alcohol or alcohol-free beers, developing a full range.
AMSTEL Free has been the pioneer of this category since 2014, and ALFA No Alcohol was released in 2018. The following year saw the launch of Heineken 0.0% and AMSTEL Free Lemon, which is essentially a non-alcoholic beer, with natural juice from Greek lemons.
Finally, another great success was met by AMSTEL Radler 2%, with low alcohol content and natural juice from Greek lemons.