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Saku Brewery restores the production of Mõdu (mead)

Saku Brewery is lifting mead, also known as the king of all fermented drinks, to its former heights in Estonia.

As the creator of the new „near beer“ beverage category, Saku believes that mead will become the hit of this summer. According to a preliminary estimate, the demand for a product with such long traditions could reach 500 000 litres.

According to cultural historian Jüri Kuuskemaa, mead has been known for a very long time, but it became extremely popular in the Middle Ages, when it was considered superior to wine and beer and therefore a drink of the royals. „Unfortunately the high price of honey made this drink an elite one, cheaper beverages gained greater popularity and mead was left somewhat in the background.

„Mõdu is the king of all fermented drinks,“ said Saku Brewery’s Marketing Director Kadri Ärm. “When centuries ago mead was not accessible to common people due to the high price of honey, then today it is thanks to the brew masters of Saku available in full glory for all Estonians.“

„Mead is also an answer to those who say that there is no beer culture in Estonia. On the contrary – mead is proof of the fact that the historic wisdom of Estonian drink culture has not disappeared. With contemporary product development we have polished this ancient drink to perfection,“ said Ärm.

Mead was also produced at Saku in the 20s and 30s of the last century. To produce the new Mõdu, historic data was used and the brewers tried to select from all the different mead recipes the authentic Estonian mead whose most important component is honey.

By restoring ancient traditions, Saku Brewery wishes to reinstall the tradition of drinking mead in Estonia on festive and less-festive occasions. Mead is made for setting the mood on national holidays a well as mellow summer evenings.

Mõdu is a traditional drink with a taste of honey. It is available in 0.5 litre glass bottles as well as in handy 1 litre plastic bottles with the prices of 0.85 euros and 1.65 euros respectively.

A partnership between Saku Brewery and the European Capital of Culture Tallinn2011 make it possible to realize bold ideas, one of which for example is the traditional Mõdu. The promotion of local beer culture trough Mõdu represents an innovative approach that helps to introduce Estonia to tourists within the Tallinn2011 programme.

Saku Brewery

Saku Brewery is Estonia’s oldest, largest and most consistent brewery with a 190-year-old history. Its goal is to offer consumers enjoyable refreshment and new experiences through quality beverages. In 2008, Saku Brewery became a full member of the international brewery group Carlsberg and thereby rose to the top league of international breweries.

Kaarel Kutti
Communications Specialist
Saku Brewery AS
T: +372 6508 307
M: +372 55 54 1989

Kadri Ärm
Marketing Director
Saku Brewery AS
kadri.arm@saku.ee

The legend goes that the traditions of making mead, also called the king of all fermented drinks, date back to the first years of civilization. The ancient drink was known to be the source of power and pleasure for Celtic and Greek gods. For Scandinavian people, the ancient mead contained the power of wisdom. It was thought that drinking mead gives you the power to answer all the questions in the world and to be inspired forever. The main god of Vikings, Odin, is said to have desired to have this power.

The immense popularity of mead continued through the Middle Ages, when there was an abundance of this drink in the Royal courts, palaces of noblemen and monasteries. At the same time when simple people treated themselves with cheaper wine and beer, mead became a festive drink that accompanied the signing of international treaties and important events in the family. Mead is a drink designed for celebrating.

The winding „S“ symbol on Mõdu’s bottleneck is a mark of traditions and the history of Estonia’s largest brewery. It derives from the establisher of Saku Brewery Karl Friedrich von Rehbinder’s family coat of arms from the 17th century. Since the end of 1890s, the letters A, S and the snake figure have been trademarks of Saku Brewery. As a relief on glass it reached the bottles in 1928 and from there onto labels.