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.
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 sparkling meads launching into M&S are Pure Honey, Honey & Rhubarb, and Honey & Elderflower.
Hive Mind, a small family-run company started by two brothers, is based in Caldicot and champions honey as the core ingredient in all its drinks, including honey from its own hives in the Wye Valley.
Kit Newell, co-founder of Hive Mind Mead & Brew Co, said:
“Our sparkling mead is light and refreshing and made authentically by fermenting honey with water and yeast. Its lighter style means it can be enjoyed year-round, as a light after-work drink, with a BBQ 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.”
