In its first year of production, Bemuse sparkling non-alcoholic mead has been shortlisted alongside food and drink heavyweights in a leading awards programme

Start-up drinks brand Bemuse has been shortlisted in the Brand Launch of the Year category in the Food and Drink Federation (FDF) Awards 2022. It follows a steady stream of success in award programmes but is all the sweeter as the brand, which has just celebrated its first anniversary, is vying for the ultimate crown against food and drink sector big-hitters including Mars Food, Princes and Walkers.

The category recognises food and drink manufacturers launching a new brand, a new initiative to strengthen an existing brand or a rebrand. Judges review the brand positioning, communication, differentiation, protectability and the initiatives taken to build consumer engagement and were presented with a summary of how Bemuse is inspired by nature and supports the UK’s dwindling bee population by reimagining mead, the ancient honey drink, for a modern audience.

“From the beginning, we had a very clear vision for Bemuse” explained co-founder Anna Chalov “and wanted to create a non-alcoholic drink that was refreshing and tasty, low in calories but which also supported the natural world and encouraged people to ‘bee inspired to drink differently’. In Bemuse we have created a unique drinks category as the only range of non-alcoholic craft meads and which are produced by natural fermentation of honey, water and yeast, infused with natural ingredients to create four distinctive and delicious flavours.

“For Bemuse to be shortlisted in the Food and Drink Federation awards caps off a hugely exciting and successful first year in which we have claimed a series of awards including, most recently, gold and silver medals at the Global Masters Spring Tasting and a gold medal at the London Honey Awards. Whilst we could only hope to be recognised against giants of the grocery trade like Mars and Walkers, we know that Bemuse is a game-changing drinks brand that is not only delicious but makes a positive change towards more inclusivity and choice. It empowers consumers to take control of their lifestyle and has a pioneering approach of connecting business with nature to play an active part in driving societal change.”

The FDF is a powerful voice for the UK’s vibrant, resilient and diverse food and drink manufacturing industry with its activities helping to improve and create the right market conditions for food and drink manufacturers to grow and flourish. Announcing the award finalists, FDF Chief Executive Karen Betts OBE commented “The food and drink sector is based within communities right across the UK’s nations and regions, and these awards really demonstrate how our great companies continue to bring great products to consumers in challenging times.”

Bemuse has achieved wide distribution through online and specialist drinks retailers in the UK and the lightly sparkling, low-alcohol meads are serving up a refreshing alternative for hot summer days. Bemuse has recently expanded its distribution into the Netherlands, with discussions ongoing for distribution in other overseas markets and will shortly be launching a crowdfunding campaign to expand and secure additional listings in both on and off trade.

“Bemuse has had such a positive reception since its launch” continued Anna Chalov “and we appreciate all the support that we have had from the drinks industry. Being shortlisted in the FDF Awards is a huge boost as we enter our second year, with an exciting period of expansion ahead for the brand. Bemuse was created with the ambition of finding a new way of building businesses; one that it is not only about profit, but which has ethical values that drive a sustainable and responsible operation. Being shortlisted in the FDF Awards further strengthens our passion for the natural world and promoting a healthier lifestyle that encourages a balance of everyday life with nature.”

The FDF Award winners will be revealed at a ceremony hosted by Jay Rayner on 15th September.

Bemuse sparkling low-alcohol meads are 0.5% ABV and available in 330ml fully recycled cans from https://www.bemusedrinks.com