EZA enters Greece’s ouzo and tsipouro market through Pilavas distribution partnership

EZA broadens its beverage portfolio

Hellenic Brewery of Atalanti, known as EZA, is entering the Greek ouzo and tsipouro market through a commercial partnership with the historic Pilavas distillery. The move is the brewer’s first step toward becoming a broader beverage company and gives it products beyond beer to offer restaurants, hotels and cafés.

According to Newmoney, the initial agreement covers the exclusive marketing and distribution of Pilavas ouzo and tsipouro in the Greek market. Mononews reports that the first phase is focused exclusively on HoReCa. The partners have left room to extend the arrangement to other Pilavas products in the future.

Pilavas has operated for 86 years and generates 75% of its turnover from exports, according to Mononews. For EZA, the partnership adds established Greek spirits to a commercial network that already handles San Miguel, the Cretan Kings brand and products linked to Piraiki Microbrewery.

HoReCa becomes the main growth channel

Chief executive Nikitas Aspiotis presented the deal as part of a wider plan to secure more business at food-service outlets by offering customers a more complete drinks portfolio. EZA believes HoReCa operators increasingly prefer suppliers capable of covering several product categories, rather than providing only one or two beer labels. A broader range also allows the company to use its sales and distribution infrastructure more efficiently.

Newmoney reported that EZA’s beer sales in food service increased by 8% during 2025, while sales in organized retail rose by 19%. Mononews said HoReCa sales in the first half of 2026 were growing by close to 15%, compared with 8% in the corresponding period of the previous year. Management expects July through October to be the strongest part of 2026.

Alcohol-free beer is another central part of the strategy. Management estimates that the Greek category is expanding at close to 20%. Mononews reported that EZA’s sales in the segment are currently growing by more than 110%, after volume growth of 65% in the previous year. The company considers the category to be at an early stage in Greece and plans additional products for 2027.

Lower revenue but improving profitability

EZA’s turnover declined to €25.7 million in 2025 from €28.7 million in 2024, primarily because management withdrew from private-label production, according to Mononews. EBITDA remained positive at €2.43 million, EBIT returned to positive territory and pre-tax losses fell by 54% from the previous financial year.

The company also completed a €7 million capital increase and refinanced its debt, measures that strengthened its capital base and liquidity. Its production facilities in Atalanti have capacity available for new products and categories, management said. Aspiotis indicated that beer would remain EZA’s core business, while the company aims to enter additional categories in 2027 and 2028. He also rejected recurring reports that EZA had been sold, saying no such transaction had taken place.