New research shows Mild beer is back in demand

3rd May 2011, 9:47am

New research released on the eve of CAMRA, the Campaign for Real Ale's National Mild Month, has found that half (47%) of drinkers have seen their local brewer produce a mild over the past 12 months.

In a separate poll, beer drinkers surveyed noted that apart from India Pale Ales, a popular beer style in today's market, Mild beers are what they'd most like to see more of down their local pub.

At present, just over one third (35.4%) of drinkers have noticed a Mild served at their local over the past month.

Tony Jerome, CAMRA head of marketing, said: "Such positive findings really reinforce the notion that Mild beers have fallen back in favour with today's discerning consumers. While CAMRA has been campaigning for Mild beers for years as an endangered beer style, it appears the general upsurge in the number of people having tried real ale* has given the Mild a welcome shot in the arm.   

"Misconceptions surrounding Mild drinkers may continue - many still perceive it to be an old man's drink - but our research clearly points towards the fact that if drinkers new to the beer style are given the opportunity to try before they buy, and are given simple information at point of sale, these misconceptions are easily broken down. 

"While some beer drinkers feel that names such as Dark, Dark Light, or Sweet are more appropriate for a Mild beer in the modern day, we will be taking these suggestions on board and working with the industry to further champion this iconic beer style."

The aim of National Mild Month is to encourage local pubs to stock a mild throughout the month of May, and to encourage trial of this traditional beer style through initiatives such as 'try before you buys', third pint sampling measures, Mild beer and food matching events, and Mild beer tasting sessions.

Related Articles:

• 08 Apr 2011 - CAMRA's Great British Beer Festival returns
• 06 Aug 2010 - CAMRA launches new edition of Cellarmanship
• 05 Aug 2010 - CAMRA relaunches its Heritage Pubs website
• 27 Jul 2010 - CAMRA launches Edinburgh Pub Walks booklet
• 10 Nov 2009 - CAMRA reveals dates for Winter Ales Festival
• 04 Aug 2009 - CAMRA reaches 100,000 members
• 28 Jul 2009 - CAMRA launches petition to save historic pub
• 12 Sep 2008 - CAMRA launches Good Beer Guide 2009
• 02 Sep 2008 - CAMRA backs National Brewing Museum
• 07 Aug 2008 - CAMRA launches 'A Beer a Day' book
• 05 Aug 2008 - CAMRA crowns real ale as 'Drink of Britain'
• 11 Mar 2008 - CAMRA calls for one penny cut in beer tax

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