CAMPAIGN FOR REAL ALE

Discover Mild in May to give a boost to a beer style that is full-flavoured, refreshing and perfect for Spring.

Mild is a beer that is less hopped and usually of a lower alcohol content than many other styles. It gets much of its flavour from malts or roasted barley and is both distinctive and tasty.

Despite a resurgence in popularity amongst real ale fans Mild is still a rare find in many parts of the country, and so CAMRA has dedicated the month of May 2006 to this refreshing real ale alternative to lager.

Key events through Mild Month include:

National Mild Day on May 6th - a focus of campaigning activity for CAMRA branches. Check the website www.camra.org.uk/mild to see what events are happening in your region.

The launch of CAMRA's Drinkers Choice Competition where the public can nominate the best Milds they have tried in May and be entered into a prize draw to judge the Champion Mild of Britain at this year's Great British Beer Festival. Events around the country organised by CAMRA branches. For example The Nottingham Mild Trail which asks drinkers to try at least 8 milds in May to be in with a chance of a free pint at The Nottingham Beer and Cider Festival. Details will be updated on the website as they are announced.

Tracy Saunders, Chair of CAMRA's Light and Dark Supporters Group which campaigns specifically for Britain's endangered beer styles, said: “Some Milds are brewed seasonally and so the best time to find them is in May. We are asking licensees to stock at least one mild during the month and take advantage of the free packs from CAMRA that can be used to promote it.”

The free packs from CAMRA include:

• Leaflets about mild
• Empty belly posters for licensees to display which milds to try
• Promotional Advice sheets
• Press Release templates
• Ideas for Mild themed events
• Drinkers Choice forms

These are available by calling CAMRA HQ by calling 01727 867201 or by emailing cressida.feiler@camra.org.uk. So far around 500 packs have been sent out to licensees from CAMRA headquarters.

A full history of Mild, list of seasonal and regularly available milds, and even recipes for cooking with Mild by author of Good Pub Food and The been Cook Book Sue Nowak, are available at CAMRA's new website www.camra.org.uk/mild.

Tracy continued: “Last year we conducted research that revealed although there are more varieties of Mild being brewed than ever before, few breweries do enough to promote it. We urge them to get on board and do all they can to put Mild back on the map.”

ENDS

Notes to Editors

CAMRA research in 2005 found that there are 154 regularly available Milds and 20 seasonal brews currently available in the UK.

Recommended Milds: Tasting notes taken from the Good Beer Guide

Grainstore Rutland Panther: Winner of Gold in the Mild category of Champion Beer of Britain 2005 and winner of silver in the final.
"The drinkability of a mild or light bitter, combined with the roast flavours associated with a stout."

Brains Dark: Champion Mild of Wales and silver winner in the mild category of Champion Beer of Britain 2005
“Dark brown with a satisfying mix of malt, roast and caramel flavours. Initially sweet then becoming bitter sweet, with a background of hops throughout and a lasting finish of malt and roast.”

Elgoods Black Dog: Bronze medal winner of the Mild category at Champion Beer of Britain 2005.
“Full flavoured, black-red, bitter sweet mild with gentle roast malt on the nose, building in the mouth with a balance of liquorice and caramel and ending with a persistent dryness.”

The Great British Beer Festival is being held in London's Earls Court from August 1st -5th. The Champion Mild of Britain will be judged on 1st August

About CAMRA

CAMRA campaigns for real ale, real pubs and consumer rights. We are an independent, voluntary organisation with 80,000 members and have been described as the most successful consumer group in Europe. CAMRA promotes good-quality real ale and pubs, as well as acting as the consumer's champion in relation to the UK and European beer and drinks industry.

For more information contact
CAMRA Press Officer Owen Morris: 01727 798443
CAMRA Marketing Manager Georgina Rudman 01727 798446.