Collin McKenna, inspired by his teenage years on a regenerative farm in Hawaii and his early experience with mead, has launched LIXIR—a sparkling ready-to-drink mead brand. By trademarking 'hard honey', McKenna seeks to educate consumers on mead, which has historically declined in popularity. Partnering with mead expert Frank Golbeck, McKenna aims to produce a regenerative alcoholic beverage. The mead market is experiencing a resurgence, projected to grow significantly, as McKenna's brand seeks to blend ecological practices with contemporary marketing to attract modern consumers.
We wanted to reimagine mead for a modern consumer.
There's a lot of education behind trying to explain mead and where it comes from.
Mead represents the synthesis of ecology, creativity and history coming together.
We came up with the idea of hard honey, people were like, 'I get it.'
The mead market was about $533.3 million in 2023, projected to triple by 2032.
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