Category
Lifestyle
Assisted Choices
Trend cluster
Category
Modernized
Mead
The mead industry's growth has led to a shift in branding.
2.6
Trend score
Trend
What is the Modernized Mead trend?
Modernized Mead: The rise of mead consumption among consumers has led to brands prioritizing its image in an age where contemporary branding is key to relating to younger demographics. Through campaigning and design, brands are using the growing popularity of mead to sell it as a contemporary product, taking cues from the growth of wine and beer brands that specifically target Millennials.
Insight
The consumer insight behind the Modernized Mead trend
Due to a desire for authenticity in unique experiences, Millennial purchasing decisions are driven more by artisanal qualities than big brand dominance. This movement has created a demand for independent craft in different industries—from beverages to food. In consuming such products, Millennials are not only empowered in their personal tastes but are also able to satisfy their curiosity.
Trend themes
Themes within the Modernized Mead trend
Three behaviours holding the trend together01
Shift to Contemporary Branding
The rise in mead consumption among consumers has led to brands prioritizing contemporary branding to appeal to younger demographics.
02
Artisanal Movement
Millennial purchasing decisions are driven by the desire for artisanal qualities over big brand dominance, creating a demand for independent craft in different industries.
03
Alternative to Wine
By updating mead to appeal to contemporary audiences, mead is becoming an alternative to wine in restaurants.
Industry implications
What the Modernized Mead trend means for industry
Where the trend changes the playbookFor
Alcoholic Beverages
Brands can update traditional spirits, like mead, to appeal to contemporary audiences and compete with other alcoholic beverages.
For
Craft Industry
There is a demand for independent craft in different industries, from beverages to food, due to the desire for authenticity in unique experiences.
For
Gift Market
Elegant packaging, like Kiwi Manuka's Honey Wine, can make products perfect for the gift market.
Workshop question
Consider how your brand could prioritize Millennial engagement via design?
Trend signals
Trend signals for Modernized Mead
Trend score 2.6 out of 10, from popularity 33%, activity 38%, freshness 8%.
Popularity33%
Activity38%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Modernized Mead trend
4 featured examples from May 4, 2017 to Dec 14, 2018CategoryLifestyle
Modernized Mead Spirits
The Gosnells Vintage Mead Was Crafted for "The Modern Palate"
The craft beverage industry can explore the opportunity to create modernized mead spirits that cater to the evolving preferences of consumers.
CategoryLifestyle
Manuka Honey Wines
Kiwi Manuka's Honey Wine Offers an Upscale Take on Mead
Capitalizing on honey's unique flavor by introducing a specialty range of wines to upscale markets.
CategoryLifestyle
Actor-Owned American Meaderies
The All-Wise Meadery in NYC is Owned by Dylan Sprouse
The food and beverage industry continues to see innovation with increasing attention paid to unique, and locally sourced products.
CategoryLifestyle
Shareable Mead Bottles
Gosnells Relaunched Its Session Mead in a Larger Bottle for Sharing
Exploring opportunities for mead to compete with wine and beer in the alcoholic beverage industry.
