2023 is a year of celebrations for the Phoenix Beverages group! The company is celebrating the 20th anniversary of its rebranding, the 70th anniversary of its partnership with Coca-Cola and, above all, the 60th anniversary of Phoenix beer. This emblematic beverage , in Mauritius and beyond, still holds a special place in the hearts of consumers. A look back at a success story!
Launched in 1963, Phoenix is now one ofthe world’s finest beers. The secret of this beautiful 5%-alcohol lager lies in the top-quality ingredients used in its production. Malted spring barley, sourced from Australia and Europe, is brewed in the traditional way using state-of-the-art equipment. A recipe that works and hasn’t changed in 60 years.
A national treasure so well exported!
A true icon of Mauritius and a national drink appreciated by locals and travelers alike, Phoenix beer’s slogan is: “Nou pays. Nou Labière”, which translates as “Our country. Our beer”. It’s an adage that’s caught on in every corner of the island, as well as among the Mauritian diaspora, who don’t hesitate to order the product online or find it at specialist retailers, to stay in touch with the taste of home.
On the island, the Phoenix is the ideal companion for long lazyafternoons on the beach, but is also an integral part of all festivities.
“We’ll be celebrating this anniversary with all Mauritians through a host of surprises to be discovered over the coming months. We would like to thank all our shareholders, employees, customers, partners and loyal consumers for their confidence in this flagship product over the past 60 years. We are actively working towards new growth prospects outside Mauritius, to take Phœnix Beverages Group to another dimension”, emphasized Bernard Theys, Managing Directorof Phœnix Beverages Group. The adventure continues!
Phoenix beer in figures key :
– Launch at Champ de Mars on August 26, 1963
– Development of a new bottling line in 1976
– First gold medal in 1981
– Can range introduced in 1996
– Expansion of the Phoenix range, from the 2000s to today
