Delivering Excellence newsletter reported 2014 was the year of mergers and acquisitions within the beverage industry. The Olympic Brewery's most recognized brand is Fix, while Carlsberg uses the Mythos brand in Greece, along with its international premium portfolio like Tuborg, Carlsberg, and Kronenbourg. The Danish brewer said it expects the combined company will generate synergies in areas such as procurement, production, and distribution. The combined group will have a market share of around 29 percent, the Danish brewer said in a statement. That puts it behind only Dutch rival Heineken with Amstel beer brand. With gross sales volumes of 139 million hectoliters, Carlsberg is the world's fourth-largest brewer, while Olympic Brewery produces 550,000 hectoliters annually.