Blog: Mead moves out of the dark ages as honey buzz blossoms
Andy Morton | 16 April 2014
A sign that the modern world's love of nostalgia is getting seriously out of hand appeared today with news that mead is the fastest growing category in the US alcoholic drinks market.
Admittedly, this bombshell came from the potentially partisan American Mead Makers Association. But 130% growth last year, as the association flagged, is still impressive. As one mead maker said: “The last 300 years have been kind of rough for the business, but it's been picking up.”
But that the dark ages' favourite flagon-filler is firmly back in fashion should be no surprise. Most mead, after all, is made using honey, and as the world's whisk(e)y producers have discovered over the past few years, consumers are very keen on that ingredient.
Strong growth for Brown-Forman's Jack Daniel's range has been built on its Tennessee Honey variant, while Diageo last month launched a honey-flavoured version of its J&B Scotch brand.
Ads and packaging across the spirits categories are increasingly emblazoned with buzzing bees and dripping honeycombs as marketers make the most of a sweetener that manages to be both authentically sweet and wholly natural.
Was it ever thus?
According to the American Mead Makers Association, evidence of honey in fermented beverages dates back more than 9,000 years. Which goes to show that, underneath all the marketing and branding, consumer tastes never really change.
just-drinks is in Berlin this week for Bar Convent Berlin. Here's the second and final part of Andy Morton's blog, which will keep you up-to-date at one of Europe's most important dates in the alcohol...
just-drinks is in Berlin this week for Bar Convent Berlin. Here's the first part of Andy Morton's daily blog, which will keep you up-to-date at one of Europe's most important dates in the alcohol indu...
Responding to criticism on social media is tough. You've got to engage the consumer without starting an argument and - ideally - get them on side....
Want to know how The Coca-Cola Co-backed Keurig Kold - released in the US yesterday - works?...
- Can Bacardi take its rum back to the party?
- What Trans-Pacific Partnership means for drinks
- AB InBev, SABMiller - Here's what'll happen next
- ABInBev on the verge of SABMiller buy? - Comment
- Japan and the global soft drinks race
- Anheuser-Busch InBev wins SABMiller's hand
- A-B InBev raises SABMiller offer to GBP70.5bn
- Carlsberg UK chief James Lousada quits
- Brito gives call to arms to SABMiller shareholders
- Beam Suntory CMO to stand down
- The IWSR Duty Free/Travel Retail Summary Report 2015
- Future growth opportunities for global spirits
- Global gin insights - market data, product innovation and consumer trends research
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Anheuser-Busch InBev SA/NV - Strategy and SWOT Report