One of the oldest Greek brands, imprisoned in oblivion, is coming back alive: the ΦΙΞ (FIX) beer brand. True, you don’t normally associate Greece with beer. However, in 1864, the “ΦΙΞ” (FIX) brewery was set up in Athens and produced and marketed (Greek) beer under the said name. The beer pretty much dominated the Greek market until the mid 60s when AMSTEL was imported. In the decades to come ΦΙΞ gradually declined and the company finally collapsed in 1982. The trade marks passed on to a bank, the company’s main creditor, and then “toured” a bit before being acquired by their current owner, a Greek company in the beverage market. Apparently, the historic beer is to reappear in the Greek market, sometime this coming spring. It would be interesting to see if its undoubted historic allure will help it in the tough Greek beer market.
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