Viking tales are Mead to measure overseas

Sep 15 2009 by Iain Laing, The Journal

IT may be thousands of years since the Vikings emerged from the frozen North, surged across the sea and fought for wealth, women and pastures new.

However, on the tiny island which took more than its fair share of Norwegian pillaging, a business is hoping to use the North East’s bloody relationship with our Scandinavian brothers to continue its overseas expansion plans.

Lindisfarne Ltd has been making the world-famous honey and herb-infused fortified wine, Mead, since 1968 but it wasn’t until 2006 that it made its long-awaited debut in the US market.

The company eventually overcame an epic battle of wills with American trade officials - with a little help from trade bodies including the UKTI - to make it big across the pond.

The firm, which ships bottles all over the world and attracts about 250,000 visitors to its winery every year, has now outlined Scandinavia as its next export market.

However, director Brenda Hackett believes it may take some time as the company has to constantly jump through hoops to meet tough alcohol-related legislation.

“We are looking at new markets in Sweden, Denmark and Norway, because of the link with the Vikings and the history of the island.

“You have to sell through the Government in those countries, you can’t just sign up a distributor.

“This is where all the extra help that’s available comes in. The embassies are fantastic as well.”

Despite challenges ahead in breaking into new markets, Ms Hackett believes now is the optimum time for firms to focus on exporting, especially with organisations keener than ever to help boost overseas trade.

“We have a wonderful relationship with the British embassy in San Francisco and we have been welcomed with open arms.

“If there’s help out there it’s advantageous to look at overseas markets.”