Mead suppliers are crediting a revival of the medieval tipple to the hit Harry Potter films.
Sales of the honey-based alcoholic drink have doubled over the past year, according to specialist retailers.
Suppliers have put the renaissance down to its consumption in JK Rowling’s stories about the boy wizard – and in particular Harry Potter & The Half-Blood Prince, which hit the big screen in 2009. In that film, the evil Draco Malfoy adds poison to a bottle of mead in an attempt to kill Professor Dumbledore.
Mead is also consumed on popular period TV dramas such as Lark Rise To Candleford.
“Sales have gone through the roof,” said Rod Marsh, director of Middle Farm in Firle, East Sussex and owner of the UK’s largest mead selection.
“In the past 18 months, we have seen sales double. We used to sell to battle re-enactments groups and covens of white witches, but now there is a following we haven’t seen before in 20 years of selling it,” he told The Daily Telegraph.
Focus On Beer & Cider (10 July 2010)