Historic drink mead is becoming hip in Sheffield - if sales at Sheffield stall Fermental are anything to go by.
The specialist shop, which launched last year, stocks an array of potent options when it comes to the world’s oldest drink, made from fermented honey and often swathed in legend.
There’s a vegan alternative and a caramel flavour to name but a few.
And it is flying off the shelves.
“Mead is a really popular drink at the moment and probably our best seller”, said Alexander May, who set up the stall last year and features in The Star’s sister magazine Profile this month.
“But there aren’t that many places where you can get it.
“It is becoming quite a trendy drink now and in the same way that beers and spirits are becoming artisan, so is mead.
“I am hoping to expand the range because it is such a big thing.”
Former stocktaker Alex, of Parson Cross, took the plunge with the business after starting to make his own wine as a hobby and being inspired by other independent traders.
His is the second stall to focus on selling alcohol in the market, following in the footsteps of Beer Central, and has a rather different appeal.
Some of the more out-there drinks on the shelves include a Mezcal tequila with real agave worms and a tobacco brandy from Louisiana.
During January Alexander made life easier for those quitting the booze with alcohol free cocktails and wine - while Sheffield brands such as the Robin of Locksley gin are also popular.
And he is also working on quirky plans for the future.
The 31-year-old said: “Things like butchers and bakers might be what you would expect in a market - I get two reactions, one of which is ‘wow’ and the other is people walking past and looking a bit confused.
“People who do come in and have a look at all the different products are really positive, they feel like they have found somewhere different.”