CAMRA urges pubs, off-licences and beer consumers to try a Mild this month

CAMRA, the Campaign for Real Ale, has today announced that it will be promoting the beer style Mild throughout May, and celebrating National Mild Day on Saturday 8th May. The aim of this campaign is to encourage pub licensees and off-licences to stock Mild and persuade beer consumers to give one of Britain's finest styles of beer a try throughout the month of May.

Mild is usually an ale of low gravity and hop rate, hence rounder, normally slightly sweeter, and distinctly less bitter on the palate and in aroma than more highly hopped bitters. Mild is usually (but not always) darker in colour than bitter, through the use of a higher roast malt or caramel.

Despite the fact that this traditional style of beer, dating back over 400 hundred years, has disappeared from many pubs, there are 132 breweries regularly brewing 152 Mild brands on today's market with almost 30% not using 'Mild' in the product's title.

Tony Jerome, CAMRA's Press and Marketing Manager said, "We believe that a lot of Mild brands do not use the term 'Mild' in the name of the beer as it does not appeal to today's modern consumer. Some question whether the word 'Mild' is sexy and relevant."

Jerome continued, "I am sure that there are plenty of beer drinkers out there who are not aware they already drink mild on a regular basis. Famous beers such as McMullen's Original AK, Brains Dark and Moorhouse's Black Cat do not use the term Mild and have very successful sales figures. I think it important to highlight to the beer drinker that they may already be enjoying Mild and to give other Mild brands a try that use 'Mild' in the beer's title."

CAMRA has already organised a number of different events around the country to promote Mild throughout the month. These include a number of Mild Trails in Barnsley, Keighley, Leeds, Nottingham and Manchester, Mild Tastings in North London, Mild Month Pub Crawls in Surrey and Huddersfield and a Mild Mystery Tour in Kent. For more Mild events please visit the CAMRA website www.camra.org.uk/mild.

CAMRA is hoping that all pub-goers will try a Mild in May as this will help rejuvenate this style of beer and save an important part of our brewing heritage from disappearing forever!

John Norman, CAMRA's Light and Dark Supporters spokesperson said, "Mild is one of Britain's finest styles of beer but it can be difficult for the beer drinker to locate pubs that regularly serve it. Unfortunately this means that many discerning beer drinkers never get the opportunity to try the delights of Mild. I would urge all licensees to put on some Mild in May, promote it to the local pub-goers and this will hopefully benefit the pub, the consumer and go some way to saving this wonderful drink from disappearing from British pubs forever!"

Mr Norman concluded, "It is not always clear which beers are Mild and therefore if the beer drinker is not sure whether the pub is stocking a Mild then they should ask the licensee."

CAMRA is also celebrating the 'Year of Beer with Food' throughout 2004 and are highlighting different ways that Mild can be enjoyed in different dishes and compliments many foods.

Tony Jerome, CAMRA's Press Manager said, "Mild is a lovely beer style that compliments a number of meals and is ideal to cook with. It can either be drunk or cooked with a variety of different foods including beef, chicken, lamb, pork sausages, black pudding, rabbit and bramley apples!"

CAMRA has designed a poster to help promote Mild within pubs and set up a section on their website to help promote pub's Mild events. A selection of Mild recipes can also be found on the CAMRA website www.camra.org.uk/mild.

Mild in May competition - vote for your favourite

CAMRA is running a Mild in May competition to find out what the beer consumer's favourite Mild is this month. The winning beer with the most amount of votes will be announced at the end of May. One lucky entry will win a mystery prize from the winning brewery. Entries can be emailed to tony.jerome@camra.org.uk entered on the CAMRA website - www.camra.org.uk/mild or posted to Mild in May competition, CAMRA, 230 Hatfield Rd, St Albans, Herts, AL9 7SU

Here are a selection on Milds to try in May:

• Draught
• Brains Dark (Cardiff) - ABV 3.5%
• Sarah Hughes, Dark Ruby (West Midlands) - ABV 6%
• Hydes, Light Mild (Manchester) - ABV 3.5%
• Gales, Festival Mild (Hampshire) - ABV 4.8%
• Tetley's Mild (Yorkshire) - ABV 3.3%
• Moorhouses, Black Cat (Lancashire) - ABV 3.4%

• Bottled
• Black Dragon Mild, B&T, (Bedfordshire) - ABV 4.3%
• Black Swan Dark Mild, Vale (Bucks) - ABV 3.3%
• Honey Mild, Iceni (Norfolk) - ABV 3.6%
• Martha's Mild, Teignworthy (Devon) - ABV 5.3%
• Mystang Mild, Green Tye (Herts) - ABV 3.7%

A full list of Milds that are brewed regularly can be viewed by visiting www.camra.org.uk/mild