A company that made a dramatic impact when its York founder appeared on Dragons’ Den has gone into administration.

Nidhoggr Mead Co has appointed ELS Advisory of Leeds as administrators.

A message on its website reads: “Kevin Brown was appointed Administrator of Nidhoggr Mead Co. Limited on 20 February 2026.

“The affairs, business and property of the Company are being managed by the Administrator and his staff.”

Peter Taylor, his girlfriend Ellie Reynolds, Lynn Reynolds and Severin Gammon, who met through a shared love of Viking re-enactments, set up Nidhoggr Mead Company in 2021, originally in Skelton.

Deborah Meaden checks the mead on Dragons’ Den

Peter is from Stoke, but moved to York after meeting his girlfriend at a Battle of Stamford Bridge re-enactment. The business moved to Pocklington Industrial Estate in 2022.

Peter appeared on Dragons’ Den in 2024, making a dramatic entrance accompanied by a pair of battling Vikings.

He told the Dragons: “I first discovered mead when I got into Viking Age reenactments and discovered that real mead is a sweet and delicious alcoholic drink made from fermented honey.

“I started making it in my house as a hobby. And then two years ago, I turned my passion into a business.

“Now, we are a team of seven with a meadery and warehouse in Pocklington, near York, and stocked in many places around the UK, including the National Trust, the Jorvik centre and have just gained a listing with Morrison’s.”

He asked them for £80,000 in exchange for a 5% equity stake in his company. All the dragons liked the mead but none chose to invest.

Peter Taylor and Severin Gammon of Nidhoggr in 2021

The product on show

Nevertheless the company expanded. At the time of its last filed accounts in December 2024, it was employing 13 people, had assets of £1.02m and debts of £589,042.

Last month Nidhoggr Mead, based at Windsor Court on Pocklington Industrial Estate, launched a warehouse clearance sale.

Two directors of Nidhoggr Mead Co Ltd, Graham Blamires and Philip Dibbs, resigned on 27 February. Mr Taylor is still listed as a director.