Recently, I had the opportunity to visit HiveMind Mead & Brew Co. in Wales and spend time with brothers Kit and Matt Appleyard—two of the most interesting figures in the evolving mead industry.

From the moment you arrive, it’s clear this is not a typical meadery. HiveMind represents a new generation of producers who are not only respecting the heritage of mead but actively reshaping its future.

A Beekeeper-Led Meadery: Why It Matters

One of the most striking aspects of HiveMind is that it is fundamentally a beekeeper-led enterprise.

Matt Appleyard, Production Manager at HiveMind Mead, began beekeeping at just 13 years of age. That early start is reflected in his deep understanding of honey, seasonality, and hive behaviour—knowledge that underpins the authenticity and quality of their mead.

This ensures that the product is not simply flavoured with honey, but truly crafted from it.

At Wild Atlantic Honey & Mead, we strongly believe that real mead must start with real honey—ideally sourced from responsible beekeepers working with native bee populations such as Apis mellifera mellifera, the native Irish honey bee.

Without that foundation, the authenticity of the product is compromised.

The Power of Marketing Meets Production

Kit Appleyard, leading sales and marketing, complements this perfectly. His understanding of branding, consumer trends, and market positioning has helped HiveMind stand out in what is still a relatively underdeveloped category.

This combination—production integrity and marketing clarity—is rare in the mead world and is a major reason why HiveMind has gained attention.

Breaking the Mould: Low-Alcohol and Carbonated Mead

HiveMind has been particularly innovative in developing low-alcohol, carbonated mead in cans, a format that aligns with modern drinking habits.

This approach:

– Makes mead more accessible to new audiences

– Positions it alongside craft beer and RTDs

– Opens up session-style drinking occasions

At the same time, their traditional meads remain of a high standard, proving that innovation and quality can go hand in hand.

The Challenge Facing the Mead Industry

During the visit, we discussed a growing issue affecting both the UK and Irish mead sectors.

Increasingly, products are being marketed as mead despite:

– Using minimal real honey

– Incorporating honey substitutes or flavourings

– Prioritising cost reduction over authenticity

This creates confusion for consumers and risks undermining trust in the category.

Why Authentic Honey Matters More Than Ever

Authentic mead depends on authentic honey.

In Ireland, where a significant proportion of honey is imported, the need to support local beekeepers and native bee populations is more important than ever.

Choosing real honey:

– Supports biodiversity

– Protects native bee strains such as Apis mellifera mellifera

– Ensures traceability and flavour integrity

This is also why initiatives such as the Inishturk Native Irish Honey Bee Sanctuary are so important—they act as a safeguard for both biodiversity and the future of genuine honey-based products.

A Shared Direction for Mead in the UK and Ireland

What became clear during the visit is that producers like HiveMind are helping define the future of mead.

A divide is emerging:

– Authentic, honey-led, beekeeper-driven mead

– Cost-driven, diluted interpretations of the category

The long-term success of mead will depend on which path the industry chooses.

Collaboration and Shared Purpose

During the visit, Matt also showed a strong interest in the Native Irish Honey Bee Sanctuary on Inishturk Island. As someone who has been immersed in beekeeping from a young age, he clearly recognised both the ecological importance and long-term potential of such an initiative. It was a genuinely valuable exchange, and I intend to keep him informed as the sanctuary project develops.

Final Thoughts

HiveMind Mead & Brew Co. is a compelling example of how the category can evolve without losing its roots.

By combining:

– Deep beekeeping expertise

– Strong branding and marketing

– Product innovation

– A commitment to real honey

they are helping to bring mead into a new era.

For those of us building the mead category in Ireland, the message is clear:

Authenticity, quality, and storytelling will define the winners.

Hive Hind HQ