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Insight of the Day: Mead could be the next big drinks trend for Gen Z

Findings

  • Mead, an ancient honey-based alcoholic beverage, is experiencing a resurgence in popularity.

  • It offers a wide range of flavors, from light and dry to rich and savory.

  • Historically significant, mead is now being reintroduced as a contemporary drink.

Key Takeaway

  • Mead is being rediscovered and redefined, appealing to modern consumers through its versatility, natural ingredients, and unique flavors.

Trend

  • The revival of mead as a trendy, artisanal beverage parallels the rise of craft beers and ciders.

  • There is a growing number of new meaderies and innovative flavor combinations.

Consumer Motivation

  • Consumers are drawn to mead for its natural ingredients, health benefits (gluten-free, sulphate-free), and its environmental impact.

  • Younger generations, particularly Gen Z and Gen Y, seek unique alternatives to traditional beer and wine.

What is Driving the Trend

  • Nostalgia and cultural influences from shows like "Vikings" and "Game of Thrones."

  • The pandemic's disruption of beer production, leading to exploration of alternative beverages.

  • Local availability of honey and the desire for novel, artisanal drinks.

People Referred to in the Article

  • Danielle Busch and her husband, co-founders of Batch Mead in California.

  • Eric Lui, director of Citibrew in Hong Kong.

  • Justin Herson, co-founder of Lion City Meadery in Singapore.

  • Kit Newell of Hive Mead.

  • David Leung, founder of Hong Kong Whistle.

Description of Consumers

  • Primarily younger generations (Gen Z and Gen Y) looking for healthier, innovative drink options.

  • Health-conscious individuals and those interested in environmentally friendly products.

Product or Service

  • Mead, a honey-based alcoholic drink available in various styles and flavors, often infused with fruits, spices, and other unique ingredients.

  • Offered in both sparkling, low-alcohol forms and traditional, higher-alcohol varieties.

Conclusions

  • Mead's versatility and natural appeal position it well for steady growth in the beverage market.

  • The resurgence of mead reflects a broader trend towards artisanal and sustainable products.

Implications for Brands

  • Brands can capitalize on mead's growing popularity by emphasizing its health benefits, environmental impact, and unique flavors.

  • Education is key to overcoming misconceptions and introducing mead to a broader audience.

Implication for Society

  • Mead's revival supports sustainable practices in honey production, potentially aiding in the conservation of bee populations.

  • It offers consumers a healthier, gluten-free alternative to other alcoholic beverages.

Big Trend Implied

  • The shift towards artisanal, natural, and sustainable products is influencing the beverage industry, with mead positioned as a significant player in this trend.

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