Get 'Wild about Mild' this May

January 17, 2006: As part of its annual Mild Month celebrations this May, CAMRA is asking licensees to stock this style of beer, and encouraging pubgoers to give mild a try.

To help, the campaign has put together a promotional pack of materials, available free of charge from CAMRA HQ. The pack includes leaflets, posters, promotional advice sheers, press release templates and ideas for mild-themed and related events.

"We have produced new marketing material with the slogan 'Wild about Mild?'" said CAMRA's spokesperson Georgie Rudman. "Now that many brewers are choosing to remove the word mild from their pump-clips, consumers could be enjoying this tasty drink without even knowing it."

"This year, CAMRA is hoping that pubs will show their support by stocking at least one mild during May and displaying the poster so that consumers will be drawn to the attention of what they may be enjoying. As in previous years, the focus of attention will no doubt fall on National Mild Day, which this year is May 7."

To help highlight that mild is an endangered beer style, CAMRA will run a 'Spot a Mild in the Wild' competition to complement the campaign's new marketing material. Consumers will be able to tell CAMRA where they spotted 'a mild in the wild' and report back on their website for a chance of winning a mystery prize. Details of the competition can be found at www.camra.org.uk/mild

"The competition is a bit of fun," said Ms Rudman."But we hope that it captures the imagination of consumers as it does after all have a serious message. We would like to highlight the varieties of different tasty mild available in the UK, but also areas in which this beer is in danger of disappearing altogether."

Licensees wishing to order a promotional pack should call CAMRA HQ on 01727 867201, or e-mail samantha.jones@camra.org.uk