THE PHOENIX BEER STORY
Every once in a while, magic happens. Someone, somewhere, gives birth to an idea, creates the product that destroys all barriers, exceeds all expectations, and takes everything around it to new heights through the sheer power of its perfection. It is the stuff legends are made of.
Alchemy was on the cards in 1963, in the little, unassuming island of Mauritius. A fabled bird was about to be born to soar to never-before reached skies with fiery local pride: The Phoenix. This version of the mythical creature was however no winged fantasy, it was a treasure of liquid gold that would embody the very best our island could offer and become emblematic of a whole nation’s way of life.
Rising from an interesting hops and malt balance to provide islanders with a local, affordable and light alternative to hard liquor, Phoenix’s high quality soon made of the lager-style beer a favourite as it charmed its way into the hearts of the people.
Its cool crisp taste and summery sparkle has managed to embody the island’s values so successfully that it has become a national icon; one that speaks not only of sand, sea and sun, but also of fondness, friendship, and fun. The product has transcended its original purpose and is now a powerful cultural symbol of Mauritius.
Phoenix took its mission to fly high the colours of its native land seriously: constant improvement, innovative stances and a dedication to excellence saw the eponymous company bring home a bevy of national and international awards.
A Glimpse of Paradise
A worthy descendent of the antique legend, The Phoenix is today one of the Mauritius’ most evocative and recognised ambassadors.
This was part of the fascination that surrounded The Phoenix. Its very magnificence was redolent of its true home, a place of sun-kissed shores, deep blue skies and unimaginable beauty. Thankfully, we do not have to settle for mere glimpses anymore.
Phoenix Beer is often seen as the centerpiece of Mauritian dining tables. It is an icon enjoyed by friends at parties or at the beach, and it also complements moments of relaxation after a day’s work.
Our brand lives in a demanding market whereby the quality of our product has to be maintained throughout. We make sure that the quality of the beer, whether it is for local consumption or for exportation, remains the same around the clock.