Saturday, 1 May 2010

Mild comes storming back

CAMRA, the Campaign for Real Ale, kicks off celebrations today (1 May) for national Mild Month with research showing an increased profile for the Mild Ale beer style. In a survey of 500 real ale drinkers spread across Britain, CAMRA found that 84% have seen an increase in the number of Mild beers served in pubs and at beer festivals during the past five years. Similarly, 75% of those surveyed also noted the availability of Mild beers in pubs and brewery shops within a 30-mile radius of their home.
The aim of Mild Month is to encourage locals pubs to stock the style throughout May and to encourage trials of the traditional beer style through such initiatives as "try before you buy" with a third-of-a-pint sampling measures, Mild beer and food matching events, and Mild beer tasting sessions.
Once classified as an endangered style, there are now more than 200 Milds beer brewed in Britain, more than twice the number at the end of the 20th century. CAMRA's research shows that even a proportion of real ale drinkers are unaware of the variety available, with 41% unaware of the fact that there are more than 200 Milds brewed today.
Duncan Woodhead, CAMRA National Beer Styles Co-ordinator, says: "In the past six months alone, some of Britain's leading brewers have reverted back to calling their renowned brands a Mild. With the overall growth of the real ale sector coinciding with figures showing 50% of British drinkers have now tried real ale, there's a real opportunity for Mild to return to its former glory, when in the 1950s it was the nation's most popular beer style."
In the survey, CAMRA asked drinkers to name their best-loved Milds. The top three were Rudgate's Ruby Mild from York, which is CAMRA's current Champion Beer of Britain, Sarah Hughes of Sedgley's Dark Ruby, and West Berkshire Brewery's Magg's Magnificent Mild.
*Daniel Thwaites of Blackburn has launched Highwayman (4%) to coincide with Mild May. The beer is described as smoky and dark in colour, with a rich, plummy sweetness dervived from roasted chocolate malt.


Blogger Barm said...

Much as I love mild, it is complete fantasy that it is going to return to its glory days, unless we magically find ourselves with millions of thirsty coal miners and steelworkers again.

4 May 2010 at 23:10  
Blogger rabidbarfly said...

Barm - I'm not entirely sure how popular Mild is any more but I can tell you that in my little corner of London(Borough Market) there are several pubs that regularly serve milds all year round and we, the publicans in the area, can see that they are being enjoyed by most if not all of the people that buy them.
I think Milds are back with a bang and I think they're here to stay.

6 May 2010 at 01:23  
Blogger Roger Protz said...

I don't think any one is saying it will return to big volumes but sales are growing, as Rabidbarfly says, and it's good that a British beer style has been saved from extinction.

6 May 2010 at 15:31  
Blogger Jesse said...

Ha, yes i too have noticed an increase in milds popping up in pubs and bars around town. I wonder if they bring them in on demand or on speculation from distributors or what. I'm going to add a section about milds to my beer coupons site and see what the feed back is. I wonder if we'll be having a different conversation in 5 years or if it'll just be a given that milds a high-demand brew. We'll see.
Love the blog, keep it up!
Cheers, Mate!

11 February 2012 at 20:15  

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