Bemuse is a London-based company founded in 2021 that reimagines mead for modern tastes. Female-led and innovative, the brand positions itself within the growing non-alcoholic and low-alcohol drinks movement, crafting honey-fermented beverages that serve as contemporary alternatives to wine. Bemuse describes its approach as "a fresh take on an old classic," drawing on the ancient tradition of mead while adapting it for today's consumers. Rather than producing conventional beer, Bemuse specialises in lightly sparkling, low-alcohol and non-alcoholic meads — beverages fermented from honey that sit at the intersection of craft drinks and wellness. The range is designed to be refreshing and accessible, appealing to drinkers seeking flavourful alternatives without the alcohol content of traditional fermented drinks. The brand has been noted for its innovative positioning in the European alcohol-free space. Bemuse has gained visibility at trade events such as Tavola, where it presented its products alongside other innovative food and drink brands. The company has also been highlighted in industry publications including Hand Crafted Drinks Magazine and recognised among European startups leading the alcohol-free revolution.