USA: Thistlerock Mead Company Aims for Sustainability with Net-Zero Mead Initiative

From finance.coin-turk.com

Overview

• Thistlerock Mead Company pushes sustainable practices with net-zero goals.

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• Industries beyond beverages join the environmental mission for broader impact.

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• The global coalition aims to protect pollinators through diverse strategies.

 During the quiet days of the Covid-19 pandemic, John Kluge, an entrepreneur based in Virginia, realized the growing disconnection between people and the natural environment. His observations during these isolated months led him to establish the Thistlerock Mead Company. The company‘s mission is to not only craft honey wine but also promote sustainable practices across the beverage industry. By using regenerative agriculture and sustainable beekeeping, Thistlerock aims to be the first net-zero meadery in the United States. The company integrates solar electricity and utilizes 100 percent post-consumer recycled bottles.

In past discussions, Kluge has consistently highlighted the potential within the beverage industry to address broader issues like biodiversity. Thistlerock’s current initiative is a testament to this vision as it seeks to inspire environmental responsibility industry-wide. Previously, Kluge’s efforts were more localized but now aim to influence broader industry practices. Thistlerock plans to work with various sectors, expanding partnerships beyond beverage companies to include industries like fashion and technology, demonstrating the extensive reach of environmental responsibility.

What Are Thistlerock’s New Collaborative Efforts?

In collaboration with Bee:Wild and the advocacy group Global Citizen, Thistlerock is forging a coalition aimed at encouraging pollinator-friendly practices. This coalition strives to galvanize support for protecting rainforest areas and securing funding for conservation. Kluge stated,

“We are little—we can’t do this by ourselves,”

when discussing these new partnerships. The initiative underlines an urgent need given that honeybee colonies are expected to decline significantly according to studies, mainly due to environmental stressors and human activities.

How Are Other Industries Engaging?

Industries beyond the beverage sector are joining Thistlerock’s environmental mission. Companies from fashion to technology are participating, each contributing in unique ways to boost pollinator protection. For instance, Dubai Airport plans to communicate biodiversity messages to millions of travellers, highlighting the global reach and diverse nature of the campaign efforts. According to Eva Kruse, “They come to it from different sides,” indicating the multifaceted strategies participants bring to the campaign.

The Bee:Wild coalition encompasses a diverse range of strategies geared toward enhancing pollinator conservation and biodiversity. From signing petitions advocating pollinator rights to working with communities on urban rewilding projects, the collaborative effort includes innovative approaches to raise awareness. Kluge expressed,

“The hope is that progress builds progress, and we will inspire each other,”

indicating the initiative’s potential to continuously foster environmental consciousness.

John Kluge’s initiative encourages individuals and industries to think about daily dependencies on pollination. Beverages, food, and countless other items rely heavily on bees and similar pollinators. Such interdependence underscores the need for awareness and proactive measures to safeguard these essential creatures.

The commitment to sustainability evident in Thistlerock’s efforts mirrors a wider trend in industries toward environmental responsibility. By uniting companies under a common cause, the initiative not only focuses on immediate ecological concerns but also seeks long-term solutions beneficial to industries and ecosystems alike. As threats to pollinator populations like bees grow, efforts such as these are vital in combating biodiversity loss and promoting global ecological health.

https://finance.coin-turk.com/thistlerock-mead-company-aims-for-sustainability-with-net-zero-mead-initiative/

Mead In India: From Tribal Traditions To FSSAI-defined Categories

From slurrp.com

Mead, one of the oldest known alcoholic drinks, has always had a presence in India through regional and tribal practices of fermenting honey with water and spices. In recent years, the beverage has entered formal recognition through the Food Safety and Standards Authority of India (FSSAI), which has introduced clear guidelines and categories for mead makers. 

Honey has long been a part of Indian food culture, valued for its medicinal qualities, ritual use, and sweetening properties. Communities across India have fermented honey with water, fruits, herbs, and local spices for generations, creating drinks that resemble what is globally known as mead. These traditional practices were largely undocumented and often remained within tribal and regional boundaries. The modern craft beverage movement in India has brought mead into greater visibility. Brewers are experimenting with honey sourced from different regions, and the FSSAI has now defined the legal categories under which mead can be produced and sold. This formal recognition gives the drink a place within India’s evolving alcoholic beverage landscape.

                                                                                            Image Credit: Adobe Stock

Traditional Practices Of Honey Fermentation In India

Tribal groups in states such as Jharkhand, Odisha, Chhattisgarh, and the North-East have long used honey in fermentation. Honey collected from forests was mixed with water and sometimes with fruits like mahua or herbs available in the area. The result was a mildly alcoholic drink consumed during festivals, rituals, and gatherings. These brews were made in small quantities and were closely tied to seasonal cycles of honey harvesting. Unlike commercial alcohol, the production was not standardised, and taste varied with each batch depending on the honey source and method of fermentation. These practices underline how honey fermentation was embedded in cultural traditions and social life, rather than being approached as a commercial enterprise.

Global Context Of Mead And Its Indian Revival

Mead is often associated with ancient civilisations in Europe, Africa, and Asia. References appear in Greek, Norse, and Vedic texts, which suggests the wide presence of honey-based drinks. While beer and wine grew into large industries, mead remained marginal until recent global revival efforts positioned it within craft brewing. In India, this global trend intersected with a rediscovery of local traditions and the growing popularity of artisanal drinks. Entrepreneurs began to experiment with Indian honey varieties such as mustard, eucalyptus, litchi, and wild forest honey, which each provide distinct flavour profiles. These efforts transformed mead from a scattered traditional practice into a drink that can now be marketed to urban consumers seeking variety in alcoholic beverages.

FSSAI’s Role In Defining Mead Categories

A turning point for mead in India came when the FSSAI introduced specific standards for its production. Earlier, mead lacked a recognised category, creating uncertainty for brewers who wanted to sell commercially. The FSSAI now defines mead under the category of fermented alcoholic beverages made from honey. The rules outline alcohol content, permissible additives, labelling requirements, and hygiene standards for production. Mead is further divided into categories based on method and ingredients, such as traditional mead, melomel (mead with fruit), metheglin (mead with spices and herbs), and sparkling mead. These definitions align India with international classifications, while also allowing scope for local adaptation. The presence of a legal framework provides clarity for licensing and encourages investment in craft meaderies.

Commercial Growth Of Mead In India

The first licensed meadery in India was established in Maharashtra in 2016. Since then, several small producers have emerged, experimenting with flavours that appeal to an Indian palate. These include combinations with saffron, tulsi, mango, jamun, and even chilli. The craft positioning of mead has allowed it to be marketed alongside premium beers and ciders, targeting consumers interested in experimentation and quality. Production volumes remain small compared to beer or spirits, but the category is steadily gaining recognition. Meaderies often highlight sustainable sourcing of honey, connections with beekeeping communities, and the potential to support biodiversity. This approach gives mead an added narrative of social and environmental value beyond its taste.

Challenges Faced By Mead Producers

Despite regulatory clarity, mead makers face challenges in scaling production and distribution. Honey is an expensive raw material compared to grains used in beer, which makes mead relatively costly. Maintaining consistent supply of high-quality honey is also complex, as flavour and composition vary by season and geography. Consumer awareness remains limited, and many drinkers are unfamiliar with mead or unsure of how it compares with other alcoholic drinks. Marketing therefore requires both education and tasting experiences, which demand investment from small producers. Distribution is another hurdle, as state-level alcohol laws create barriers for a new category entering the market. These factors slow down rapid expansion, even as interest continues to grow.

The Future Of Mead In India

Mead is beginning to occupy a defined niche in India’s alcoholic beverage sector. Its appeal lies in the link between traditional practices and modern craft culture. As consumers seek variety beyond beer and spirits, mead offers a product that is rooted in Indian heritage yet presented with contemporary branding. The FSSAI framework gives legitimacy and paves the way for structured industry growth. If producers can overcome challenges of cost, supply, and awareness, mead has the potential to establish itself firmly in urban markets. Partnerships with beekeepers, innovative flavour development, and participation in craft beverage festivals are likely to strengthen its position. The journey of mead in India reflects the way local traditions can be reinterpreted and preserved within the structure of modern industry.

https://www.slurrp.com/article/mead-in-india-from-tribal-traditions-to-fssai-defined-categories-1757329411315 

UK: Majestic taps into growing thirst for mead

From thedrinksbusiness.com

Majestic Wine has added Lyme Bay Winery’s Traditional Mead to its shelves and online, marking a significant step for the honey-based drink. The listing positions mead squarely within the UK retail mainstream, amid growing consumer curiosity 

Majestic Wine has confirmed it is now stocking Lyme Bay Winery’s Traditional Mead across 146 stores nationwide as well as online, according to the retailer’s recent announcement. The listing allows customers to purchase the Devon-made drink in-store, through click-and-collect or home delivery.

The 14.5% ABV mead, sold in 75cl bottles at £12.00 each, is made by fermenting honey with water and yeast, as described in Majestic’s product information.

Classified as part of the English wine range

Majestic has placed Lyme Bay’s mead within its English wine portfolio under “All Wines > White Wine > England”. This positioning reflects, in the company’s words, a focus on “conserving the best of English wine and mead-making tradition” and underlines mead’s longstanding place in historic fermentation practices.

Lyme Bay Winery, based in Devon and described as the UK’s largest producer of mead, has built its reputation on traditional honey fermentations without added fruits or spices. Its Traditional Mead is characterised by a rich floral aroma, velvety honey notes and a smooth honeycomb finish.

Producer and retailer reaction

Wolfgang Sieg-Hogg, managing director at Lyme Bay Winery, told the drinks business: “Seeing our Traditional Mead on the shelves and online at Majestic is a proud moment for the Lyme Bay team and also a major step forward for the category. Mead has an incredible heritage as the world’s oldest alcoholic drink and Majestic now stocking it brings it firmly into the mainstream.”

He added: “Mead is such a versatile drink; it can be enjoyed neat, on ice, as a long alcoholic drink with a mixer or added to cocktails, so it is fantastic that it’s now going to be readily available to curious new drinkers, as well as its existing dedicated followers.”

From Majestic’s side, senior proposition development buyer Tom Brady said: “At Majestic, we love helping our customers discover exciting new styles – and Mead is a perfect example. There is definitely a growing interest in the category and it ranked among the top five most searched-for items on our website last Christmas, so we’re thrilled to be working with premium English producer Lyme Bay Winery to bring their award-winning Mead into our range this year.”

Growing appetite for mead

Mead, often described as the world’s oldest alcoholic beverage, has in recent years found new momentum. In the US, the category was declared the fastest-growing drinks sector in 2017, and Fortune Business Insights projects the global mead market to grow from US$591.5 million in 2024 to US$1,395.7 million by 2032, at a compound annual growth rate of 11.33%.

In the UK, producers such as Lyme Bay and Gosnells are helping to broaden perceptions of mead, either by emphasising heritage and tradition or, as in Gosnells’ case, rebranding to reach younger audiences, as reported by the drinks business.

Duty reforms add to momentum

Mead also looks set to benefit from the recent reform of alcohol duty, which shifted from categorisation by product type to taxation based on ABV. According to analysis published by the drinks business in August 2023, this change has been described as a boon for the sector, with producers now freer to experiment with a range of strengths.

Tom Gosnell, founder of Gosnells, said that draught mead would now fall under the same relief as beer, likening the situation to the small brewers’ relief which drove growth in the craft beer industry.

From medieval roots to modern revival

Though mead has long been associated with medieval banquets and Viking myths, today’s producers are reframing it for a new generation of drinkers. Its versatility, whether enjoyed neat, over ice, or mixed, and potential for varied flavour profiles mean it is well placed to appeal to consumers seeking authentic and distinctive drinks.

Majestic’s decision to give Lyme Bay’s Traditional Mead a national platform signals that mead may be on the cusp of moving from curiosity to fully-fledged category.

https://www.thedrinksbusiness.com/2025/09/majestic-taps-into-growing-thirst-for-mead/