One of the world’s oldest fermented drinks is making a comeback thanks to the popular fantasy series

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Image: Game of Thrones makes mead cool

Gif: Game of Thrones / giphy.com

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In the days of yore, in a time before craft beer and artisan gins reigned, there was mead.

 

Alas, the drinking gods are fickle and the alcoholic fermented honey tipple fell out of favour. Mead was eventually overtaken by spirits and wine, which were thought to be easier to make, tasted better and didn't have the hike in the price of honey to contend with.

 

That was until fantasy drama and cult TV show Game of Thrones started throwing banquets complete with goblets full of “the nectar of the gods”. 

 

According to the American Mead Makers Association, sales of mead went up by 42% last year, while Cornish Mead in the UK say that its sales have increased by 15% since Game of Thrones started airing.

 

Sophia Fenton, owner of Cornish Mead, told the Daily Mail: “It’s become more youthful and less stuffy and not just about beards and sandals.

“We have a much broader market than we used to and people know what mead is now. Game of Thrones has helped make people aware of it and we have had Game of Thrones theme nights requesting mead.”

 

Traced back to China in 9000 BC and in Europe around 2800 BC, Michael Fairbrother, the founder and mead maker at Moonlight Meadery in New Hampshire, told Quartz that the figures were “remarkable” and that it’s “nothing like” the drink that died out in the Middle Ages.

 

He added that he was “tickled to death when Game of Thrones came out” – which, given the slack-jawed shock each episode throws us into, seems wholly appropriate.

 

Ye olde mead is no longer the unwanted guest of your booze cupboard.

 

Cheers!