North Somerset-based creative agency Harleys Global has partnered with Hive Mind Mead & Brew Co. to produce a three-part YouTube series called How It’s Mead. 

Shot across multiple locations in The Wye Valley and Somerset, the series is presented by Kit and Matt Newell, the brothers behind the Welsh brewing company. It provides an inside look at the brewing process, as well as shining a light on the issues facing small food and drink businesses including the massive problem of food counterfeiting. For example, up to a third of the honey in the world is currently believed to be fake, which is a massive issue when it comes to bee conservation and food systems sustainability. 

Kit Newell explains: “Many people know mead as an ancient drink made from honey, drunk by Vikings and monks and characters from old story books. But it’s also a fantastically sustainable and environmentally friendly food product, one of the few that actually directly benefits biological diversity in the area it is produced, as long as it’s done properly. Our goal is to use modern brewing techniques to re-establish the drink and pitch mead to today’s drinkers, as well as more broadly encouraging shoppers to make more ethical and sustainable choices with what they’re buying.” 

Each episode focuses on a different stage of the mead production process, from bee to bottle and beyond, as well as addressing wider problems and systemic challenges facing any business trying to grow and succeed without losing hold of their values. 

Episode guide 

Episode one – Hive checks & counterfeit honey 

Join Kit & Matt as they check on their over-wintering bees, and chat about the regenerative benefits of mead production and the big problem facing honey producers all over the world. 

Watch episode 

Episode two – The brewing business 

Kit & Matt discuss all things brewing, from process to distribution and why shopping local can benefit small businesses around the world. 

Watch episode 

Episode three – Community is at the heart of small-business success 

In our final episode, Kit & Matt talk about the impact community has on their business and the worry of authenticity in supermarkets. 

Watch episode 

Russ Bailey, Creative Director at Harleys Global says: “This series was a joy to make. Kit and Matt are fantastic presenters, and were really up for developing ideas together and throwing themselves into the shoot. And producing branded entertainment series like this is a really interesting space to be working in – brands find a new way to get their message out there, and audiences get a lot more from the content.” 

Terry Davies, CEO at Harleys Global adds: “The guys at Hive Mind have such great energy and enthusiasm for their fantastic product – they just felt like a natural fit for our branded entertainment team.” 

About Harleys

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