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The fall and rise of Fix Hellas

Fix Hellas Logo
Image courtesy of https://www.fix-beer.gr/en/fix-hellas/

๐ŸŽฌ From Royal Roots to Golden Age:

  • 1840s: The Fix story begins with Johann Ludwig Fix, who crafts beer in Greece. His son, Karl, takes the torch in 1864, officially founding the Fix brewery in Athens.
  • Kingly Favour: Coinciding with King George I’s arrival, Fix becomes the royal purveyor, enjoying a monopoly for nearly a century.
  • Brewing Success: Fix Hellas, a premium lager, dominates the Greek market, winning hearts (and taste buds) with its smooth yet rich taste.
1900-1920
FIX beer wins the โ€œGolden Awardโ€ in the Milan exhibition, turning on the tap for a succession of awards in international exhibitions and competitions
  • Global Recognition: By the 20th century, Fix expands internationally, garnering over 38 gold medals and awards.

๐Ÿ“‰ The Bittersweet Years:

  • 1983: Competition heats up, and Fix struggles to adapt. Financial woes lead to the brewery’s closure.
  • A Decade of Absence: The beloved brand disappears from shelves, leaving a void in Greece’s beer landscape.
  • Unsuccessful Revivals: Several attempts to resurrect Fix fall short, adding to the nostalgia and longing for its return.

๐Ÿ”  The Phoenix Rises:

  • 2009: Hope rekindles! Carlsberg acquires the Olympic Brewery, which includes the rights to Fix.
  • A Return to Form: The original Fix brewery reopens, using traditional methods and the iconic recipe.
  • Modern Touches: While preserving its heritage, Fix introduces new varieties like Dark and Dark Royal, catering to evolving tastes.
  • Back in the Spotlight: Fix regains its position as a leading Greek beer, beloved by locals and enjoyed by tourists.

This is just the beginning of Fix’s next chapter. With a rich past, resilience in the face of challenges, and a commitment to quality, Fix continues to quench thirsts and tell the story of Greek brewing excellence. Raise a glass, and cheers to Fix: where history meets a refreshing future!

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