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Gosnells rebrands mead as ‘hazy nectar’ to compete with cider
South London-based mead maker Gosnells has rebranded its products as a portfolio of ‘nectars’ in the hope of going head-to-head with cider in the on-trade.
“With immediate effect, we have stopped producing mead”, said founder Tom Gosnell.
Instead, it has opted to build a new moniker for its honey-based beverages — hazy nectar. Mead is made by fermenting honey and water with yeast. The category often has medieval connotations, being recognised as one of the oldest alcoholic beverages in the world.
“The word ‘mead’ has musings of high alcohol and Game of Thrones and it has stopped us from creating the future bees merit,” Gosnell said. “It’s not the economy nor the putative shortage of bees, it’s the name. We’ve realised recently that the connotations that go with being ‘the world’s oldest drink’ have proved a barrier to getting new drinkers to grab their first pint of our delicious honey-based drinks”.
According to sales director Cameron McKenzie-Wilde, Gosnells demographic split is a ratio of 65/35 in favour of women with an age profile of 26-35.
Gosnell argues that the shift in branding, changing the name on the labels to ‘hazy nectar’, will help he brand challenge the cider market in the UK on-trade.
“They’re already head-to-head on the bar with cider as they are sparkling, alcoholic and gluten-free,” he said, arguing that while ciders are made from “mass-produced fruit”, Gosnells products are producing using “high-quality honey”. He said: “In some instances, we will add fruit into the recipe, as with Gosnells Raspberry Hibiscus Nectar which contains 67% less sugar than leading fruit ciders.”
According to CGA data, in the year to July 2023 cider was the fastest growing major category in the GB On Premise over the course of the year, growing by 11.8% versus last year—faster growth than any other major drinks category. Rate of sale has been 12.4% ahead, with average outlet sales of £20,501 — a sign that there is opportunity to cash in on the category.