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28-12-2012, 07:13
Visit the Shut up about Barclay Perkins site (http://barclayperkins.blogspot.com/2012/12/new-mild.html)
http://4.bp.blogspot.com/-OLOtMZ6dySU/UNR15srDnpI/AAAAAAAAN-g/WZ4xR5KdDnw/s640/M_and_B_1918_2.jpg (http://4.bp.blogspot.com/-OLOtMZ6dySU/UNR15srDnpI/AAAAAAAAN-g/WZ4xR5KdDnw/s1600/M_and_B_1918_2.jpg)
The date of this advertisement is vital to understanding it. It comes from the Coventry Evening Telegraph of Saturday 02 March 191, page 2.
Thanks to the government price controls I know exactly what strength this beer was. Between October 1917 and April 1918, beer that retailed for 5d a pint in the public bar had to be between 1036º and 1042º. After April 1914, that was knocked down to 1030º to 1034º.
That makes this a Government Ale. Not exactly the greatest hit with drinking punters. In most of the country it was a type of watered down Mild Ale which, as the war progressed, became more water than Mild.
They're taking a very upbeat approach to pushing this watery stuff. I guess they had no option. It's not as if breweries had much control over what they brewed, given the level of government interference in the industry.
More... (http://barclayperkins.blogspot.com/2012/12/new-mild.html)
http://4.bp.blogspot.com/-OLOtMZ6dySU/UNR15srDnpI/AAAAAAAAN-g/WZ4xR5KdDnw/s640/M_and_B_1918_2.jpg (http://4.bp.blogspot.com/-OLOtMZ6dySU/UNR15srDnpI/AAAAAAAAN-g/WZ4xR5KdDnw/s1600/M_and_B_1918_2.jpg)
The date of this advertisement is vital to understanding it. It comes from the Coventry Evening Telegraph of Saturday 02 March 191, page 2.
Thanks to the government price controls I know exactly what strength this beer was. Between October 1917 and April 1918, beer that retailed for 5d a pint in the public bar had to be between 1036º and 1042º. After April 1914, that was knocked down to 1030º to 1034º.
That makes this a Government Ale. Not exactly the greatest hit with drinking punters. In most of the country it was a type of watered down Mild Ale which, as the war progressed, became more water than Mild.
They're taking a very upbeat approach to pushing this watery stuff. I guess they had no option. It's not as if breweries had much control over what they brewed, given the level of government interference in the industry.
More... (http://barclayperkins.blogspot.com/2012/12/new-mild.html)