Focus on younger generation of drinkers with Mead
WELSH brewery Hive Mind is set to revitalise the mead category for a younger generation of drinkers with the launch of its new Dark Cherry Traditional Mead.
Inspired by the Norse tradition of infusing honey with foraged berries, this new launch features a balanced mead that combines a deep cherry fruit with British honey to deliver a tart finish for the drink.
Each bottle also features a Norse Viking warrior on the label to provide some strong stand-out on shelves and link the historical brewing method to the modern day.
The new Hive Mind Dark Cherry Traditional Mead comes with an ABV of 12.5% in a 700ml bottle with an RRP ranging from £22-25 at the discretion of the retailer.
The Welsh brewer reckons the new launch will resonate strongly with young adult drinkers who tend to opt for fruity cider drinks in the off-trade. Hive Mind said it can provide this flavour demand with a drink that has been made using all-natural ingredients that supports local agriculture and the countryside economy whilst telling an engaging story about the drink in the process.
Kit Newell, co-founder of Hive Mind, said: “Mead appreciation in the UK is growing rapidly and is now an £11.6million category. This mirrors the momentum we have seen in North America, which has rapidly evolved into a vibrant £650million market.
“The momentum shift has come courtesy of younger drinkers moving away from overly sweet, synthetic fruit ciders and unremarkable generic wines towards small-batch, crafted drinks offering authenticity, provenance and clear environmental upsides.
“As authentic mead advocates we are seeing growing demand across retail and hospitality. Specialist wine merchants, off licences, delis, farm shops, garden centres and food halls are all creating dedicated mead sections and our own listings now span progressive supermarkets such as Co-op in Wales and M&S.”
