Hive Mind Launches Dark Cherry Mead With Proud Norse Origins for Younger Drinkers Tired of Sugary, Fruity Ciders

Mead may be one of the world's oldest alcoholic drinks, but its story is far from finished. This February, Hive Mind Mead & Brew Co. unveils a Dark Cherry Traditional Mead, a rich, fruit-forward melomel inspired by the Norse tradition of infusing honey wine with foraged berries. The result is a beautifully balanced mead that combines deep cherry fruit and British honey sweetness with a balanced tart finish. Historically, fruited meads were crafted for ceremonies, harvest celebrations, and moments of significance. It was a drink worthy of a gathering. Hive Mind's Dark Cherry continues that legacy, created for modern occasions that demand something a little extra special. According to co-founder Kit Newell, the timing reflects a broader shift in consumer behaviour: "Mead appreciation in the UK is growing rapidly and is now an £11.6m category. This mirrors the momentum we have seen in North America, which has rapidly evolved into a vibrant £650m market. The shift has come courtesy of younger drinkers moving away from overly sweet, synthetic fruit ciders and unremarkable generic wines towards small-batch, crafted drinks offering authenticity, provenance and clear environmental upsides." While fruity ciders historically operated as an entry-level introduction to alcohol, today's consumers are increasingly prioritising quality over quantity. They are seeking complexity, craftsmanship, and an engaging backstory. Mead, particularly when made with locally sourced honey, offers flavour, depth, and robust environmental credentials, supporting local pollinator populations, sustainable agriculture, and the countryside economy. "As authentic mead advocates," Kit adds, "we are seeing growing demand across retail and hospitality. Specialist wine merchants, off licences, delis, farm shops, garden centres, and food halls are all creating dedicated mead sections, and our own listings now span progressive supermarkets such as Co-op in Wales and M&S; a far-flung network of independent fine food wholesalers; and a proud cross-section of nationwide institutions, including Shakespeare's Globe, the National Trust, and an expanding network of Michelin-listed restaurants." Dark Cherry Traditional Mead represents both a celebration of heritage and a confident step forward for Britain's original craft drink, reimagined for a new discerning generation.