We’re in the honey! Game of Thrones boosts mead sales

SALES of the mead, the world’s first alcoholic drink are up a third, thanks to hipsters and Game Of Thrones.

Mead, made by combining honey and water, is said to date back as far as 9000BC.

But the brew, which usually consumed in small quantities due to its rich flavour, is making an unlikely comeback.

And this is thought to be thanks to a new generation of hipsters who see mead being drunk in banquet scenes in hit TV drama Game Of Thrones,.

Sales have consistently grown in the West Country over the past five years, increasing by about 30 per cent since the series first aired in 2011. James Lambert, of Lyme Bay Winery in Axminster, Devon – an awardwinning producer of the beverage is – said the show has “undoubtedly” boosted sales. He said: “Mead has been a consistent growth category for us over the past five years and continues to flourish with sales climbing 10 per cent last year. “The Game Of Thrones-effect is often cited by mead-makers, known as mazers, to explain the sudden rise in popularity. “As a result we have bolstered the range this year with the release of a new chilli mead, rhubarb mead and black cherry mead.” Mead, which can range from 3.5 per cent to 20 per cent alcohol, was once enjoyed by the likes of ancient Greek philosopher Aristotle and Shakespeare. But its popularity decreased when cheaper alternatives like wine and beer came around.