# Modernized Mead The mead industry's growth has led to a shift in branding. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 14, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/modernized-mead ## Key Figures - Trend score: 2.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 4, 2017 to Dec 14, 2018 - Published: Dec 14, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Modernized Mead trend ### Shift to Contemporary Branding The rise in mead consumption among consumers has led to brands prioritizing contemporary branding to appeal to younger demographics. ### 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. ### Alternative to Wine By updating mead to appeal to contemporary audiences, mead is becoming an alternative to wine in restaurants. ## What the Modernized Mead trend means for industry ### For 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 for Modernized Mead Trend score 2.6 out of 10, from popularity 33%, activity 38%, freshness 8%. - Popularity: 33% - Activity: 38% - Freshness: 8% ## Examples of the Modernized Mead trend 4 featured examples from May 4, 2017 to Dec 14, 2018. - [Modernized Mead Spirits](https://www.trendhunter.com/trends/vintage-mead): The Gosnells Vintage Mead Was Crafted for "The Modern Palate" (Category: Lifestyle) Implication: The craft beverage industry can explore the opportunity to create modernized mead spirits that cater to the evolving preferences of consumers. - [Manuka Honey Wines](https://www.trendhunter.com/trends/honey-wine): Kiwi Manuka's Honey Wine Offers an Upscale Take on Mead (Category: Lifestyle) Implication: Capitalizing on honey's unique flavor by introducing a specialty range of wines to upscale markets. - [Actor-Owned American Meaderies](https://www.trendhunter.com/trends/allwise): The All-Wise Meadery in NYC is Owned by Dylan Sprouse (Category: Lifestyle) Implication: The food and beverage industry continues to see innovation with increasing attention paid to unique, and locally sourced products. - [Shareable Mead Bottles](https://www.trendhunter.com/trends/session-mead): Gosnells Relaunched Its Session Mead in a Larger Bottle for Sharing (Category: Lifestyle) Implication: Exploring opportunities for mead to compete with wine and beer in the alcoholic beverage industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)