You clicked an icon looking for us on social media. We're not there. ON PURPOSE.
No Instagram. No Facebook. No TikTok. No X. No YouTube. No feeds (you are not a cow that needs to be fed), no algorithms (AI Overload), no influencers, no "link in bio".
Social media is a dirty business that makes people's lives miserable.
Don't just take our word for it. When University of Pennsylvania researchers had people cut social media to about 30 minutes a day, their loneliness and depression dropped within three weeks.1 When economists paid people to quit Facebook for a month, they were happier, spent more time with family and friends, and kept using it less afterwards.2 Australia has now banned it for under-16s.3 We think adults deserve better too.
We don't want some algorithm exploiting loopholes in your neurobiology in order to sell you more product.
That's not a conspiracy theory. It's the business model. Facebook's founding president said the goal was to "consume as much of your time and conscious attention as possible" with "a social-validation feedback loop… exploiting a vulnerability in human psychology." In his words: "we did it anyway."4 Their own researchers found Instagram made body image issues worse for one in three teenage girls.5
We make something meant to be enjoyed slowly and in good company. We will never use tricks to make you want more of it.
It's a rigged game for small makers.
If 1,000 people follow a business on Facebook, only around 10 to 20 of them will see its posts, unless the business pays.6 Then the price of paying goes up every year. And if you build your house on their land, they can evict you overnight: in 2025, thousands of small businesses had their accounts switched off by automated systems, with no one to appeal to.7
We don't want to rent our relationship with you from a tech giant. We don't want to sell your attention, track you around the internet, or shout louder than everyone else to be heard.
Mead is older than all of it.
Mead is the oldest drink there is. For thousands of years it was made slowly and shared in person, horn to horn, around a fire, with the people in front of you.
So where do you find us?
- In person. Come to a festival, try a horn, have a yarn, and meet the people who made it.
- In your inbox. Join our mailing list at the bottom of this page. We'll only write when there's something worth saying: a new batch, a recipe rediscovered from the old books, or the next show.
- Right here. Our meads are always on this site.
If you like what we make, tell a friend. Face to face. That's how it's been done for a few thousand years, and it still works.
Fuck social media. Skål!
— Mjölnir Mead Co
Sources
- Hunt et al. (2018), No More FOMO: Limiting Social Media Decreases Loneliness and Depression, Journal of Social and Clinical Psychology. Source
- Allcott, Braghieri, Eichmeyer & Gentzkow (2020), The Welfare Effects of Social Media, American Economic Review. Source
- eSafety Commissioner, social media minimum age (from 10 Dec 2025). Source
- Sean Parker, Facebook's founding president, 2017 (reported by Axios and CNBC). Source
- Facebook internal research (2019), reported in the Wall Street Journal's "Facebook Files", 2021. Source
- Industry estimates of Facebook business-page organic reach, 2025–26. Source
- TechCrunch, "Meta users say paying for Verified support has been useless in the face of mass bans", July 2025. Source
