HIK! Craft Meads is redefining the Indian craft beverage scene

New Delhi: The Indian craft beverage industry has seen a surge in demand for novel tastes and styles lately, paving the way for niche categories to gain traction. One such entrant is mead—a fermented, honey-derived drink that boasts a rich global heritage but is just beginning to establish a foothold within India.

HIK! Craft Meads is working to bring this category to a broader demographic across India, utilizing honey as the foundation while incorporating fruits, flowers, and spices to create options that resonate with local palates. The current HIK! portfolio features Blueberry, Guava, Mango, Jamun, Litchi and Cherry. By blending a fermented honey base with familiar fruit notes, the brand hopes to lower the barrier to entry for those trying mead for the first time.

Fundamentally, mead is crafted by fermenting honey with water and yeast, though the final profile shifts based on the specific ingredients and techniques used. By integrating various fruits into the fermentation cycle, producers can achieve diverse taste profiles. HIK! has centered its strategy on this method, with a selection that spans Mango and Litchi to Jamun, Guava, Blueberry and Cherry. According to the company, this strategy is designed to offer drinkers recognizable tastes while simultaneously educating them about the wider world of mead.

The company is also boosting brand visibility via its "Mead on Tap" program, which is available at specific hospitality locations and events. This effort is designed to give drinkers a chance to explore various options and gain a better understanding of the category through guided tasting sessions.

Pune has served as a primary market for HIK!, where the team has actively worked to cultivate interest in the category. This included hosting a mead-centric festival in the city that showcased several varieties on tap, complemented by live music, games, pop-up stalls, and interactive sessions. Now, HIK! is scaling its operations outside of Pune, with a move into Mumbai as part of its strategy to bring the category to a wider audience.

The company reports that its Guava Mead earned the title of "Best Mead" at the 2025 India Wine & Spirits Awards. [Award claim should be independently verified before publication.]