A Few Comments about a Medievalist Trope: Mead

𝔒n 28 November 2018, Fred Minnick's "Mead: The Return of the Sweet, Ancient Flavor" appeared in the online version of Forbes magazine. In the article, Minnick comments at some length on the resurgence of mead's popularity and focuses on an interview with Jason Phelps of Ancient Fire Mead & Cider. A too-brief gloss of mead's millennia-long history leads into the interview. The interview itself notes reasons for the association of mead with the current craft-brewing movement before explaining what mead is and allowing Phelps to explain his own preferences. Celebrity influences on mead-making are noted, as are entries for drinkers and makers of mead into doing so. A basic recipe for a variety of mead is presented, and final comments on the value of honey for mead-making are offered.
That such a piece would attract some attention for a member of the Society is eminently sensible, of course. Mead is a staple of medievalist works, ranging from the Game of Thrones that Minnick mentions through Katherine Kerr's Deverry novels to invocations of Norse myth in the Marvel Cinematic Universe to Tolkien and further afield. It is also a frequent attraction at the International Congress on Medieval Studies where the Society meets, courtesy of the Medieval Brewers's Guild and others. Too, meads themselves make much of their medieval association, as witness such brands as Chaucer's from California; the Thorin's Viking and Knightly Meads made in Marble Falls, Texas; several varieties produced by the Texas Mead Works in Seguin, Texas; and the many varieties of Dansk Mjød--among many others. For an article in a publication normally far removed from the medievalist--Forbes is not noted for its engagement with the deeper past, in keeping with its business orientation--to treat it is therefore welcome and deserving of the Society's attention.
There is another point of interest, aside from the medievalism in a prominent business publication in itself. Minnick makes repeated reference to the Vikings in situating mead as a largely medieval drink. (It is not necessarily so, but that is an argument to be made in another place and time.) That he does so seems to betray a common point of understanding not unlike what Paul Sturtevant observes in The Middle Ages in Popular Imagination (reviewed excellently by Shiloh Carroll here and elsewhere by me) and which Society Founder Helen Young observes in this very webspace (here and elsewhere). Ideas about the medieval are shaped by popular media (in part due to the longstanding association of medievalist works with those intended and appropriate for children), and, for whatever reason (likely the inherent violence and the association of the conquering, raiding, "brave warrior" spirit with cultural conceits in the United States, to which much media responds), Vikings figure prominently in prevailing concepts of the medieval. For Viking to be a shorthand for medieval is not a surprise, though there is much, much more to the medieval than the raiding Norse; while it is good to see the medieval appear in a prominent publication, it is a shame that more richness is not associated with it therein.