UK: Honey, wake up - mead abuzz with a new lease of life

From thedrinksbusiness.com

Forget everything you thought you knew about mead — Gosnells is rewriting the rules. Light, sparkling and refreshingly modern, it’s a bold new take on an ancient drink, writes Declan Ryder 

Most of us know mead as the forgotten medieval tipple that faded into complete insignificance centuries ago. It is discussed in conversation much in the same light as other now obsolete relics like trebuchets and chamber pots. Though once relegated to obscurity around the Renaissance, mead has enjoyed a mini renaissance of its own in the past 10-20 years, moving out of the history books and back onto the palettes. 

The mead industry was declared the fastest-growing drinks category in the US in 2017. There are now around 250 meaderies across the pond – a figure that only increases year on year. And globally, the appetite is increasing too: Fortune Business Insights projects the global market to grow from US$591.5 million in 2024 to US$1,395.7 million by 2032, at an annual growth rate of 11.33%.

But while many hail this as a great revival, Tom Gosnell, founder of one of the UK’s leading meaderies, sees things very differently.

“I haven’t seen a resurgence of mead, at least in the UK,” he says. “There’s not that many producers, and they’re all quite small.”

This is the tension at the heart of mead’s modern moment: it may be the world’s oldest alcoholic drink, but its future may depend on forgetting its past.

Rebranding mead for a new generation

Gosnell started making mead from his London kitchen in 2014. Now, over a decade later, he runs one of the biggest mead brands in the country. In March of last year, they opted to rebrand from ‘mead’ to ‘nectar’, sensing that the very term mead was proving a buzzkill to prospective customers. 

“Calling it ‘mead’ was only holding us back, to be honest,” Gosnell says. “Our rate of sale went through the roof immediately [after the rebrand].”

He believes if there is to be any true resurgence in mead drinking, it means veering away from its historic connotations, rather than into them. Rather than tailoring their target market to history buffs like many of their competitors, their focus lies solely on the drink and aims to appeal to those who don’t like beer but still want to drink a pint. 

“We wanted to talk about the liquid and the natural side of things,” Gosnell says. “We’ve always done this session style of mead called nectar, which is much more approachable and easy to drink.”

Bringing mead to the people

To truly give their nectar a voice, Gosnells are preparing for a big sampling campaign in the summer, with 15-20 pop-up bars throughout London. The company will supply the venues with kegs at wholesale prices, handling the staffing and sampling themselves. It’s a tactical move aimed at converting the curious who might not have yet thought of mead as a drink for today.

“We believe as a team that good brands are built in the on-trade rather than the off-trade. That’s where you go for new experiences,” he says. 

Yet despite Gosnells’ bold steps towards a contemporary identity, mead’s history is rich, spanning millennia and leaving behind a legacy that’s far from forgotten. Widely regarded as the world’s oldest alcoholic beverage, mead is believed to have been discovered as long ago as 20,000 BC in Africa through the natural fermentation of honey and rainwater. The first tangible proof of its existence dates from around 7000 BC, with archaeologists having found traces in ancient Chinese pottery vessels. Throughout the following millennia, it was a favourite drink of the ancient Egyptians, Romans and Greeks, lauded by the latter as “the nectar of the Gods”. 

The Viking myth and monastic reality

It is now mainly affiliated with the Vikings, conjuring images of six-foot-something hairy behemoths chugging tankards of the stuff with wild abandon. While the Vikings were indeed partial to the beverage, this is a rather reductive picture. Mead played a vital role in the economy of several societies. Monasteries across Europe brewed mead both as a source of income and for medicinal purposes, believing in its health-giving properties. The term “honeymoon” comes from the medieval tradition of drinking honey wine for a month after marriage, as it was believed to ensure fertility – a practice taken so seriously that a bride’s father often included a month’s worth of mead in her dowry.

So, what actually is mead? Essentially, it’s a honey wine – made by fermenting water with honey. As Will Grubelnik from Gosnell’s puts it, “As apples are to cider, grapes are to wine, honey is to mead”. In its purest form, it is a very simple production process, which explains why its history is quite so old. 

A drink of endless variety

Types of honey (and therefore mead) vary wildly depending on the bees’ diet of nectar and pollen. Traditional meads use milder honeys like clover or orange blossom, stronger honeys like buckwheat or wildflower add bold flavours, perfect for spiced varieties. The detailed recipes and methods developed by medieval monastic communities contributed significantly to the refinement and diversification of mead over the centuries, leading to the creation of various styles, including melomels (fruit meads), metheglins (spiced meads), and cyser (apple meads). 

It is this potential for diversification that is driving the drink’s contemporary appeal. Its possible flavour profiles, from sweet and fruity, to earthy and spicy, alongside the fact that it can be produced either still or sparkling, appeal to a wide range of palettes. Gosnells, for instance, offers both still and sparkling meads and utilises various honeys. Their flavour options include a fruity raspberry and hibiscus, which drinks much like a fruit cider and a wonderfully unconventional ‘blueberry velvet’ option (which the bar manager aptly describes as something between a Guinness and a Müller Corner).

Generation curious

The revival also sits as part of a broader drinks industry growth towards craft beverages. Consumers are seeking unique and artisanal products crafted with a real sense of provenance, and mead fulfils all of these criteria. 

For a drink that wrestles so fiercely with its past, it now faces a future that demands reinvention over reverence. Mead may have once been nectar of the gods, but today it’s shaping up to be something altogether more modern. 

https://www.thedrinksbusiness.com/2025/04/honey-wake-up-mead-abuzz-with-a-new-lease-of-life/

This brand’s ‘hard honey’ is bringing mead into the 21st century

From fastcompany.com

Lixir Hard Honey is pushing to make ancient drink mead appealing to drinkers—and make its product sustainably 

                                                                                                              [Photo: Courtesy of Lixir]

When he was a teenager, Collin McKenna’s interest in changing the food system led him to move from Colorado to Hawaii for high school. It was on that school’s regenerative farm that the now 30-year-old entrepreneur discovered mead—the sweet, fermented honey beverage often referred to as “honey wine.” His first taste of alcohol was mead made by Hawaiian locals.

With his 10-month-old brand LIXIR—a sparkling ready-to-drink mead brand he’s billing as “hard honey”—McKenna wants to make the ancient beverage accessible while turning LIXIR into just the second Regenerative Organic Certified (ROC) alcoholic beverage brand. “So many different cultures made different variations of it. But we wanted to reimagine mead for a modern consumer,” McKenna says.

Making Mead Accessible

One of McKenna’s first moves when starting LIXIR was trademarking the term “hard honey,” papering over the knowledge gap around mead—one of the world’s oldest alcoholic beverages, but whose popularity fell as beer and wine became easier to produce on industrial scale. But mead has been having a resurgence. Fortune Business Insights data reveals that the mead market was about $533.3 million in 2023, and is projected to nearly triple by 2032. 

“There’s a lot of education behind trying to explain mead and where it comes from,” McKenna says. “As soon as we came up with the idea of hard honey, people were like, ‘I get it.’”

With a concept in mind, in 2021, McKenna approached Frank Golbeck, founder of Oceanside, California’s Golden Coast Mead, to begin developing the formula for his hard honey. Since 2010, Golbeck has been focused on modern mead with a regenerative approach. He saw McKenna’s ethos and vision, and although his small factory had limited space, was willing to begin a partnership. 

Golbeck says mead represents “the synthesis of ecology, creativity and history coming together. Honey is this expensive product that is hard to make. Then to turn it into an alcohol that is similarly hard to make—and to do it well, consistently—has escaped people for generations.”

The pair ultimately created a proprietary process for formulating a 5% ABV modern mead that’s less sweet and, unlike the traditional drink, slightly carbonated. LIXIR comes in three varieties: Pear Lime, Cherry Grapefruit, and Mango Orange. “There are so many different honey options—flowers and places where they forage—and they can make such different mead,” McKenna says. “We went through countless renditions of just trying to make the base. It was at least a yearlong process.” 

Since April, LIXIR has debuted at Total Wine & More in its SoCal region as well as Jimbo’s natural grocery stores in San Diego, among several other small retailers and upscale restaurants and hotels. This Spring, it will also begin rolling out in Mother’s Market stores in Southern California regions. McKenna has raised more than $650,000 in funding, about half of its current goal amid a crowdfunding round. Jack Sinclair, CEO of Sprouts Farmers Market, is an advisor and investor in LIXIR.

                                                                                                                     [Photo: Courtesy of Lixir]

LIXIR’s regenerative approach

LIXIR’s branding helps make mead something a casual shopper might buy, but McKenna still has to solve for how to explain to buyers that their purchase is funding responsible farming. A survey out of Purdue University’s Department of Agriculture found that more than 70% of U.S. consumers are slightly or not at all familiar with the term “regenerative agriculture.”

McKenna and Golbeck knew that their regenerative goals would rely on sourcing, so they decided to make LIXIR with honey sourced from a Brazilian farm in the Atlantic Rainforest that pulls double duty as a nature and bee preserve. McKenna says LIXIR is already a regenerative organic product, but has yet to receive certification from the Regenerative Organic Alliance—something no bee farm or honey brand has managed to achieve.

McKenna and Golbeck say that’s because the ROA requires a three-mile forage radius to certify farms, something the founders view as impractical because bees fly far and wide. They have been working with groups like the Regenerative Apiculture Working Group, which focuses on promoting a regenerative honey ecosystem, to make changes to the requirements. “It’s so complicated,” McKenna says. “We’ve been chipping away for 10 years.”

Though the ROA has certified a handful of beverage brands—among them Harmless Harvest coconut water and Guayaki yerba mate—LIXIR would become just the second alcoholic beverage brand with ROC status (outdoor lifestyle brand Patagonia’s beer and wine operation has received the certification). McKenna is hopeful ROC status could come within the next five years. “We want to educate people in the best way possible by creating a product that everybody can enjoy and have fun with,” McKenna says. “We want to be the brand behind the movement.”

The super-early-rate deadline for Fast Company’s Innovation by Design Awards is Friday, February 28, at 11:59 p.m. PT. Apply today.

https://www.fastcompany.com/91278985/lixir-hard-honey-mead