Theakstons campaign aims to boost mild profile

August 8, 2006: Theakstons is to embark on a major campaign to support its Mild which will see pubs all over the country celebrating the virtues of this traditional British style.

More than 300 of Theakstons' top Mild stockists will receive bespoke support material to help encourage consumers to choose Theakstons Mild, including opportunities to win traditional pub games.

In addition to this promotional support Theakstons has also commissioned some new advertising as part of its current campaign aimed at existing and potential new Mild drinkers.

Theakstons Mild is brewed using three different malts: pale malt for body, crystal malt for rich flavour, and black malt for texture and taste. It is available nationally and is brewed all year round by the Masham-based brewer.

This campaign is the latest in a series of product developments and initiatives by the brewer designed to put its famous range of ales back at the forefront of the British traditional ale scene.

Executive director Simon Theakston said: “We have been brewing Mild for many generations and tradition is something that Theakstons is very proud of, so in supporting one of our oldest brands we hope to see a revival of Mild as a popular choice.

“There is a popular misconception about Mild in terms of its drinker profile and relative strength, but at 3.5% ABV it is actually higher than many other similar offerings and is a delicious and thirst quenching pint.”

Theakstons was established in Masham, in North Yorkshire in 1827 and is one of the country’s oldest established traditional ale brewers. The Theakston name is one of the most famous and highly regarded brands in the country.