“Customers often assume the owner is a man,” Krieger says. “Or they’ll ask to speak with the owner, and I have to say, ‘I am the owner.’” Shattering stereotypes has become Krieger’s business, as she continues to work on updating mead’s reputation from its heavier, cloying Viking days. “There are people who say, ‘Oh, I’ve had mead once, I don’t like it,’” she says. But just as interest in mead waned post-Renaissance, as other alcoholic beverages became more nuanced and affordable, drinkers of other libations also became more exploratory. “People don’t say ‘I don’t like beer or wine’ after just one experience,” says Krieger. “They know there’s more out there to try.” Happily, there’s more mead to try now, too.