Drink of the gods from mango belt

Madhvendra Deo Singh chose to venture into mead making, despite it being a relatively unknown category in India because of his passion for innovation and desire to create something unique and rooted in nature. Mead, often referred to as the ‘Drink of the Gods’, resonated with his vision of crafting natural, high-quality products while reflecting his agricultural heritage. The decision was also inspired by the unparalleled quality of mangoes from the Malihabad belt. Thus, was formed Mbrosia Nature Living LLP and Maeve Meadery.

Madhvendra Deo Singh, hailing from a family rooted in mango horticulture, has forged a remarkable journey in agribusiness. Raised amidst the verdant mango orchards of the renowned Malihabad in Uttar Pradesh, he was deeply inspired by his father’s passion for nature and farming, complemented by his mother’s nurturing guidance. This rich upbringing shaped his dedication to agriculture and the pursuit of creating premium and natural products.

Madhvendra has embarked on a mission to blend tradition with innovation. His company, Mbrosia Nature Living, embodies the ethos of divine nourishment, reflected in the name ‘Mbrosia’, denoting the drink and food of the gods. The flagship initiative of this venture, Maeve Meadery, nestles in the serene expanse of a mango orchard in Malihabad.

The brand’s name, Maeve, draws inspiration from Irish mythology, celebrating the goddess of intoxication, reflecting the meticulously crafted artisanal meads.

Making Mead Popular Madhvendra recognised the potential to elevate the globally acclaimed Malihabad mangoes by transforming them into a premium beverage. But building awareness around mead as a distinct beverage category in India requires a strategic blend of education, experience and storytelling. Madhvendra intends to achieve this through various ways, including tastings and events that offer a firsthand experience of his meads’ unique flavours, tours of Maeve Meadery in the Malihabadi mango orchards coupled with workshops about the history, production and versatility of mead.

He also plans to collaborate with sommeliers, beverage consultants and food bloggers to highlight mead’s distinct characteristics compared to wine or beer. He is sharing the ancient history of mead as the world’s oldest alcoholic beverage, linking it to its mythological roots as the nectar of the gods to create an emotional connection with the audience, and creating engaging blogs and videos about the mead’s uniqueness, pairing options and sustainability.

Honey and Other 

The foundation of exceptional mead is high-quality honey. At Maeve Meadery, the honey is sourced directly from trusted apiaries that prioritise sustainable and ethical beekeeping practices. This ensures purity, natural sweetness, and unique flavour profiles that reflect the flora of the region. For the mango-based meads, only the finest of the world-renowned Malihabadi mangoes are selected to ensure top quality and authentic flavour. Other fruits and botanicals used in these meads are similarly sourced from local farmers, ensuring freshness and supporting the agricultural community. Carefully chosen spices and botanicals add depth and complexity to the meads. Each ingredient is procured with an emphasis on its origin, quality and compatibility with honey’s natural characteristics.

Their process also includes pairing honey with unexpected ingredients like chilli, lavender, or coffee to intrigue adventurous customers. Seasonal specials using exotic fruits or spices create an aura of excitement and exclusivity in their meads’ preparation.

“Innovation plays a vital role in attracting customers, especially when introducing mead to a market unfamiliar with it. By experimenting with diverse flavor combinations, Maeve Meadery creates an enticing experience for first-time drinkers,” Madhvendra says.

Their meads are crafted using traditional fermentation techniques combined with modern technology to ensure consistency, quality and safety. The process involves precision fermentation to ensure that honey’s natural sugars are fermented at optimal temperatures for controlled flavour development. Ageing is equally important to allow the mead to develop its unique taste and aroma profiles.

Maeve Meadery offers both sweet and dry meads to ensure there is something for everyone, whether they lean towards wine or beer-like profiles.

Positioning Maeve

Positioning mead to appeal to craft beverage enthusiasts involves highlighting its unique qualities. Like craft beer’s hops or artisanal spirits’ botanicals, mead’s flavours can range from light and fruity to complex and spiced. Maeve Meadery highlights this versatility and also emphasises small-batch production, attention to detail and innovation. “We show mead as a versatile drink that pairs well with gourmet food, similar to how craft beer and spirits are positioned in dining experiences,” explains Madhvendra.

The focus is also on highlighting sustainable sourcing of honey and local ingredients, which appeals to eco-conscious consumers. Madhvendra emphasises partnerships with local farmers and beekeepers, tapping into the craft audience’s appreciation for community-driven enterprises. Maeve Meadery also appeals to artisanal spirit lovers with barrel-aged meads, by drawing parallels with whisky or rum’s depth and character.

Reach & Challenges 

The key cities for mead in Uttar Pradesh include Lucknow, Noida, Ghaziabad, Varanasi, Kanpur and Agra. “Uttar Pradesh offers several opportunities for growth because it has a substantial young population, especially in the urban centre, which is open to experimenting with new-age alcoholic beverages. Also, as disposable incomes rise, there is a shift toward premium and craft options among consumers. Cities like Varanasi and Agra attract tourists who are likely to try unique regional products, including mead. The rise of luxury hotels, bars and cafes in cities like Lucknow and Agra creates distribution and partnership opportunities for us,” Madhvendra elaborates.

He adds that after Uttar Pradesh, promising markets for mead in India can be evaluated based on the growing interest in craft beverages and mead’s unique appeal. He hopes to create a footprint in cities like Mumbai, Pune, Nashik, Bengaluru, Mysuru, Goa, Delhi, Gurugram, Chennai, Coimbatore, Kolkata, Kochi, Trivandrum, Jaipur, Udaipur, Chandigarh and Ludhiana.

Madhvendra aspires to establish India on the global map of mead production and plans to tap into international destinations, including the USA, the UK, Scandinavia, Germany, Poland, Japan, South Korea, Australia, New Zealand and UAE in future. “Competing with established craft beer and wine markets may require innovative marketing. Our focus is on positioning our meads as a premium, ecoconscious, and versatile beverage for celebrations or casual drinking,” the young entrepreneurs states.