Welsh producer Hive Mind Mead & Brew Co is making its debut in the Marks & Spencer drinks aisle with the introduction of three of its sparkling meads.
Photographs: Hive Mind
In a 12-week listing across 50 UK stores, M&S will be the first major UK retailer to stock Hive Mind’s ‘modern mead’. For Hive Mind this signals a significant step towards major retailers recognising the growing market for mead, and reflects consumer appetite for authentic, sustainable, small-batch beverages made from UK ingredients.
Hive Mind sparkling meads are a contemporary take on mead, brewed to a lower alcohol strength. They are designed to be a refreshing alternative to cider, beer, or sparkling wine, made with natural ingredients and low-intervention brewing methods. The meads launching into M&S are Pure Honey, Honey and Rhubarb, and Honey and Elderflower.
Hive Mind, a small family-run company started by two brothers, is based in Caldicot, South Wales, and champions honey as the core ingredient in all its drinks, including that from its own hives in the Wye Valley. This commitment to authenticity is connected with consumers’ increasing interest in minimally processed, natural, craft products, with transparent supply chains.
Hive Mind founders Matt (left) and Kit Newell
“Our sparkling mead is light and refreshing, and made authentically by fermenting honey with water and yeast,” said Hive Mind co-founder Kit Newell. “Its lighter style means it can be enjoyed year round, as a light after-work drink, with a barbecue or picnic, or even as part of a cocktail. It is wonderful to have a prestigious retailer like M&S recognise the potential for this category and champion innovative small producers.
“There are many benefits to mead — they contain less sugar than a typical cider of the same style and they’re naturally gluten-free. Making mead also supports the beekeeping industry, which, in turn, boosts biodiversity and pollination, and helps the rural economy.
“Mead as a category is seeing fantastic growth globally as people are seeking out minimally processed, simple ingredient products that are more environmentally sustainable. We are excited that this listing will bring our sparkling mead to a new UK-wide audience.”
