Bemuse

Bemuse was created by friends Anna Chalov and Nataliya Peretrutova as a mead brand rooted in what its website describes as Britain's most ancient drink. The producer frames its work as a reimagining of mead for modern taste, drawing on a beverage with a history stretching back thousands of years and referred to as the drink of Gods in Greek mythology. All four of its flavours are based on traditional mead recipes.^[1],[2]

Bemuse launched at the first edition of the No2Low Show in June 2021, shortly after the lifting of lockdown, and celebrated its official birthday at the No2Low Show in September 2022, which partnered with the Hospitality Show. The brand's drinks are brewed, crafted, and canned in the UK.^[3]

Bemuse was founded by Anna Chalov and Nataliya Peretrutova, described as friends. In 2022, Anna Chalov was named one of the 10 Highly Commended in The Telegraph and NatWest's '100 Female Entrepreneurs to Watch' list.

Bemuse positions honey wine as more sustainable than grape-based wine, on the grounds that beekeeping requires no additional irrigation because honeybees collect water from rainfall. The producer states that it invests in honey cultivation as a means to promote bee welfare, support biodiversity, and contribute to food security. To that end, Bemuse partnered with beekeeping experts at Bee1 to establish its own hive, named 'Muse', at an apiary situated on an 800-acre heritage site above the Neath valley, Wales; the hive is home to approximately 20,000 honeybees and is intended to support biodiversity.^[4],[5]

The producer incorporates foraged and pollinator-related botanicals into its products and brand identity, and it is a certified B Corp. According to Bemuse, its products use all natural ingredients with zero preservatives, the only additional ingredients being the spices and herbs used to flavour each drink.^[1],[6]

Bemuse produces sparkling honey wines that it describes as belonging to the traditional category of mead, and which the IWSC classifies as mead (honey wine). The producer positions its sparkling meads as an alternative to traditional sparkling wines. The drinks carry an ABV of 0.5% and are packaged in 250ml cans. Bemuse describes its products as 100% natural, low sugar, low calorie, and gluten free.^{[1],[4],[7],[8],[9]}

The lineup comprises four flavours: Origo Original Brut, Calluna Tarragon & Basil Brut, Pomona Ginger & Cardamom Brut, and Fiora Wild Raspberry Rose. Bemuse also publishes cocktail and mocktail recipes built on these beverages, including Dark & Honey, Pomona Iced Tea, Twilight Spritz, Jasmine Fizz, Strawbasil Smash, Calluna Spritz, Sweet Fiora Highball, Pink Bee's Daisy, Rose Spritz, the Raspberry Sbagliato (using Fiora Wild Raspberry Rose), and the Wildflower 75 (using Bemuse Original Hops).^[10]

Bemuse's meads are made by natural fermentation using only honey, water, and yeast, then infused with all-natural herbs and spices. The producer builds each blend by pairing a specific honey variety with particular herbs and spices to give every drink a distinctive taste.^[1],[4]

Bemuse collaborated with Biomimicry UK on a walking tour of green places and spaces in York, focused on plants, pollinators, and nature-inspired design. The brand also established its 'Muse' hive in partnership with beekeeping experts at Bee1 at an apiary above the Neath valley, Wales.^[2]

Bemuse describes itself as a multi-award-winning producer. Its accolades include recognition from the Wine Hunter Awards (2025), Bartenders Brand Awards (2024), Farm Shop & Deli Awards (2023), World AF Awards, InDrinks 2023, Free From Food Awards, FDF Brand Launch of the Year, London Honey Awards (2022), the IWSC, The Drinks Business, and the World Beverage Innovation Awards (2021). The brand was a finalist for Brand Launch of the Year at the FDF Awards 2022.^[7],[10]