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Mead, once the drink of the Gods, is resurgent once more in the premium alcoholic beverages category, says GlobalData.

June 19, 2018 Statistics & Trends No Comments Email Email

Mead, otherwise known as honey wine, is one of the oldest alcoholic beverages known to man and has proved popular among all communities historically, including royalty, Vikings and even the Greek gods. According to leading data and analytics company GlobalData Mead is now making a comeback in the premium alcoholic beverages category and is fast becoming a drink of the future, rather than the past.

Charles Sissens, Associate Consumer analyst for GlobalData comments, ‘‘As consumers turn to more complex artisan attributes, including heritage, there is a clear sustained interest in craft brewing and premium alcoholic beverages. Consumers have become more experimental as they try more niche and unique products like Mead, leading to a rise in the number of meaderies around the world.’’

According to GlobalData’s Q4 2017 global survey, 8% of global consumers state they ‘always’ purchase premium alcoholic beverages, whilst nearly half (47%) consume them ‘occasionally’. The American Mead Makers Association, confirm that there has been a steep rise in the number of producers, as mead has become one of the fastest growing alcoholic categories in the US. In 2003, the US only had 30 producers, now there are over 300.

Sissens added, ‘‘ ‘Forgotten’ drinks like mead are entering the mainstream once again and appealing to those consumers wishing to indulge in sweeter, less alcoholic beverages. We can expect more high-end bars to adopt drinks like Mead as a mixer giving them a modern twist, providing a natural next step for ‘craft’ drinks producers. With obscure product names and ancient flair, mead is expected to make an unprecedented comeback – delivering a tremendous opportunity for both small and big brewers.’’

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