Why I Won't Be Supporting CAMRA's Mild in May Campaign

We’re fast approaching the month of May, and as many CAMRA members, particularly the older ones, will know “May is a Mild Month”. I’m not talking about the weather here, especially as temperatures are below the seasonal average for the time of year; instead I’m talking about CAMRA’s longest running campaign, “Mild in May”.

According to the Campaign’s own website - “CAMRA promotes Mild throughout May. This year we are asking the active CAMRA branches to encourage at least one pub in their area to stock at least one Mild during May for the local pub-goers to try. We would also encourage non-active members to speak to their local licensees to see if they would be willing to try some Milds during May”. Well, that’s going to make a huge impact, or not as the case may be!

The idea behind “Make May a Mild Month”, is to draw attention to a style of beer which went into terminal decline during the latter half of the last century, and which despite the successful revival of other once popular styles, such as porter and milk stout continues to be shunned by beer drinkers and enthusiasts. This is despite over 30 years of effort by the Campaign for Real Ale to try and raise the beer’s profile.

I wrote a lengthy article on this very subject, around this time last year, and my views on mild, and CAMRA’s almost obsessional efforts to save it, have not changed. If anything my stance against this ineffective campaign has hardened. The message is not getting through to St Albans and CAMRA blindly churns out the same failed campaign, year after year, without pausing to consider that perhaps the drinking public don’t actually LIKE mild. “Mild in May” is now a totally superfluous campaign which continues more due to habit than anything else.

Whilst not denying that, in their day, some UK milds were very good, many were not, and this is undoubtedly the reason for their decline. Back in the 1970’s quite a few independent family brewers openly admitted that their mild was little more than their ordinary bitter with added caramel. It was also common practice, and one of the brewing trade’s worst kept secrets, that in many pubs, slops from the drip-trays, and other left-over beer were filtered back into the mild barrel! Ugh, no wonder drinkers began deserting the drink in their droves.

Fortunately such sharp practices have ceased and the majority of the surviving milds are brewed to carefully-crafted individual recipes designed to showcase the best aspects of the style. So really these beers should be standing on their own merits and not needing a special campaign to promote them. 

Are images, such as this, really going to persuade drinkers to try mild?

CAMRA of course thinks otherwise, yet is in denial that they are “flogging a dead horse”. Part of the problem, of course, is the poor keeping qualities of mild ale which, given its low ABV and equally low hopping rates, is not really surprising. A cask of mild really needs to be shifted in around three days; otherwise the quality starts to really suffer. This isn’t a problem where a pub puts a cask on specifically for a CAMRA event, but at other times of the year the interest in mild ale just isn’t there.

However noble these local campaigns by individual CAMRA branches might be in raising the profile of mild ale, they are only having a temporary effect, and as soon as the promotion ends, sales slump back down to their previous levels. This is why campaigns such as “Mild in May” are, in the end, doomed to failure. It is not possible to create a demand for a product if the demand isn’t there all year round. CAMRA really would be better off dropping this long-running, out-dated campaign and concentrating its efforts elsewhere. It really is time to recognise that the drinking public has voted with its feet and deserted mild in its droves. Why then should it be worthy of special promotion?

Needless to say, I shan’t be imbibing much mild this May or indeed any other month. Not that there’s much chance of stumbling upon the beer in these parts. Local revered independent Harvey’s do produce small volumes of their Dark Mild throughout the year, and also brew a seasonal 3.0% ABV Light Mild, called Knots of May during this month. However, I find Knots of May pretty insipid, and I am sure I am not alone here. One of two smaller independents also produce the odd drop of mild, but that’s about it, as this part of the country has never been mild territory; at least not since the Second World War.

To me “Mild in May” is nothing more than a habitual and irritating campaign, attempting to revive a style of beer which the drinking public have lost interest in. But then CAMRA loves these sorts of campaigns because it looks as though the organisation is doing something.  Surely it’s time for the penny to drop and realise that over three decades of running a yearly campaign for this beer, which nobody but the most diehard of members wish to drink, have failed to arrest its decline. Talk about the Emperor’s new clothes?

Final word; if a campaign of this nature IS going to be run, why confine it to a specific month? If it wasn’t for the alliteration of “Make May a Mild Month”, then it could be run at other times. March has the same alliteration, of course, but perhaps not the mild weather, but if past years are anything to go by, neither has May!