The First Cause Beer?

These days it’s not unusual for breweries to release beers intended to support a particular cause, but we reckon we might have pinpointed the first: ‘No Cruise Mild’, from 1983-84.

It was produced by Pitfield Brewery on a tiny kit in the basement of a specialist beer shop near Old Street in London and sold through one of David Bruce’s Firkin brewpubs, The Pheasant & Firkin in Islington. The name refers to US Cruise missiles, the installation of which was protested by women’s groups at RAF Greenham Common in Berkshire during December 1983.

While the name of the beer certainly showed support for the Greenham Common protesters the short article in What’s Brewing for March 1984, which is the only reference we’ve been able to dig up, doesn’t make clear whether any of the profits from its sale also went their way. It does, however, reproduce Ken Pyne’s cartoon for Marketing Week which we hope he won’t mind us sharing here:

A group of women camps outside a pub offering No Cruise Mild.

Of course there were lots of beers before this that you can argue were political in one way or another — all those commemorative beers for the 1981 royal wedding and the Queen’s coronation, for example, are political in their own way — but we reckon this might be the earliest example of a beer whose branding was explicitly tied to a progressive cause.

If you reckon we’re wrong, or have more information on this particular beer, let us know in the comments below.

Further Reading

Christmas in the Pub, 1983

A 1980s photo of two boys in a pub.

In the picture above you can see the aftermath of Christmas present unwrapping in the bar of the Artillery Inn, Exeter, probably at around 6am, on 25 December 1983. That’s me on the left with my little brother Tim at my side.

We’re wearing wigs left over from the pub Christmas panto in which my Dad played Widow Twankee. He wore clip-on ear-rings, a bra stuffed with newspaper, and a pinny. The make-up treatment made him look like Mollie Sugden in Are You Being Served, despite his ginger moustache. Another member of the cast, then a student at Exeter University, went on to be a top-flight news cameraman at the BBC.

My brother is wearing his favourite underpants. His favourite trick when we lived in the pub was to escape from the flat, scramble down the flight of stairs behind the off-licence, and burst into the pub wearing only those Y-fronts. He would then run screaming down the entire length of the bar before disappearing out of the back door. I reckon he was addicted to the customers’ laughter.

In the background is a box for the Return of the Jedi edition of the Millenium Falcon with a yet-to-be-stickered X-Wing fighter protruding from the top.  Among the good things about my parents running a pub was the amount of space it gave us to run around in when the doors were closed and I have a memory, which I think was from this Christmas or maybe the birthday that followed, of racing with speeder bikes through the chair legs which for the purposes of play were the great redwood trees of the forest planet Endor.

My brother is drinking a bottle of R. White’s Orangeade, another perk of life in a pub being ready access to the worst (best) soft drinks. I guess being allowed that at breakfast time was a Christmas treat.

One of the downsides to living in a pub was that Mum and Dad worked late the night before and then Dad had to disappear for a few hours around lunchtime on Christmas Day to serve the regulars. Having talked about it with them since I know Mum and Dad found living where they worked difficult and even at the age of five I could pick up on the stress in the air.

On the window you can just see the words ‘Merry Xmas’ sprayed in decorative snow — the wrong way round, really, if it was meant to be viewed from the street. There were also artful drifts of snow in the bottom corners of each frosted pane. Unfortunately, when Christmas was over and the fake snow got wiped away it took the nicotine stain with it so that people were being wished the ghost of a Merry Xmas for months to follow.

Dead Fox

From the Western Daily Press, 8 October 1975:

The Old Fox, Bristol’s newest old pub or oldest new pub, will be officially opened this afternoon, but the trouble is no one knows exactly how old it is… The people from CAMRA, the Campaign for Real Ale, whose laudable ambition is to keep alive the taste for beer from the wood, bought The Old Fox in Fox Road, Eastville, when it was due for demolition… And so far they have traced it back to 1758 when it was mentioned as being up for sale.

Landlord Peter Bull… with his wife Sylvia will be serving devotees with pints of strange sounding brews like Six X, Brakspears beers and South Wales United… Architect Edward Potter has created a pleasantly archaic black and white interior, a world away from rustic brick and plastic horse brasses and workmen put the final touches to his £25,000 renovation scheme yesterday.

Peter Bull.

From ‘All Things to All Men’, Financial Times, 7 April 1976:

The Old Fox, overlooking a dual-carriageway cut and a scrap-yard, may not be everyone’s idea of smart pub decor, but at least it is worth it for the quality of some of the beer it sells. It also reflects some of the tolerance traditionally shown in this most tolerant of cities.



From What’s Brewing, February 1982:

[The] Old Fox Inn in Bristol, one of [CAMRA Investments] smaller and less profitable houses, has been sold to Burton brewers Marstons for £120,000. It was felt to be badly sited in a city had many free houses… Investments managing director, Christopher Hutt, denied suggestions that the company was deliberately drawing back from being a national chain of free houses into a South East/East Anglia/East Midlands firm.


You can read more about the story of CAMRA Real Ale Investments in Brew Britannia and about the history of the Old Fox in this blog post by pub historian Andrew Swift.

Panic on the Streets of Woking: Rise of the Lager Lout

 This bumper #beerylongreads post is dedicated to the kind folks who have sponsored us via our Patreon page, like Chris France and Jon Urch — thanks!

In 1988 the British government faced a now forgotten domestic crisis.

Previously placid towns, villages and suburbs up and down the country were suddenly awash with mob violence – the kind of thing people expected in forsaken inner cities but which seemed newly terrifying as it spread to provincial market squares and high streets.

The police panicked, the public fretted, and politicians were pressed to take action.

What was causing this rash of insanity? Who or what was to blame for this descent into madness?

In September 1988 at an informal press briefing John Patten MP, Minister for Home Affairs, pointed the finger: the chaos was a result of ‘the Saturday night lager cult’ and ‘lager louts’.

Lager. Lager was to blame. A type of beer that had arrived in earnest in Britain only thirty years before as the upmarket, sophisticated, sharp-suited Continental cousin of the traditional pint of wallop.

Where did it all go wrong?

Skol advertisement, 1960: "British Brewer Goes Continental".
In the Beginning

Lager was first brewed in Britain as far back as the 1830s and had its first boom in popularity, primarily as a hip, high-price imported product, from the 1860s until World War I. (See Gambrinus Waltz for more on that.) For the next 40 years or so it sat in the background, very much a minority interest, represented by imports from the Continent and the occasional attempt by British brewers such as Barclay Perkins. In the 1950s it had a less than 2 per cent share of the total UK beer market.

The 1950s were an unsettling time for British breweries. They could no longer rely on armies of industrial workers tramping to the pub on a regular basis to drink ale in substantial quantities. Young people seemed less interested in pubs and beer and drawn rather more to burger bars, coffee shops, Coca Cola and pop music. Mild was definitely passé – a relic of the slum era – and though sales of bitter were surging, it too lacked glamour. Bitter drinkers wore blazers and smoked pipes. The tiny handful of Lager drinkers, on the other hand…

Continue reading “Panic on the Streets of Woking: Rise of the Lager Lout”

News, Nuggets & Longreads 24 June 2017: Markets, Marketing, Manchester

Here’s all the beer- and pub-related reading that’s entertained, educated or amused us in the last seven days, from football lagers to Mancunian tap-rooms.

Every now and then the Guardian does a really great piece on pubs and this week it’s Jessica Furseth on the endangered sub-species of market pubs — long a staple of Quirky London writing with their perverse opening hours and lingering earthiness in an ever glossier city.

Walk into a pub at 7am and you’ll meet construction workers, police, nurses and paramedics, people from the media industry and other office workers. Giulia Barbos, who tends bar at the Fox and Anchor [in London], says the rising price of a stout and full English has meant the crowds have moved from market workers towards office workers, who might have a bit more money to spend. ‘Now, people sometimes come in just to have breakfast,’ she says.


Red Devil Lager
SOURCE: Latas Futebol Clube

For Vice Sports Ryan Herman has unearthed the story of how several English football clubs attempted to launch their own lagers in the 1980s only to face a tabloid backlash:

On 1 December 1987, Manchester United held a launch party for Red Devil Lager at Old Trafford. Members of a team famed for its drinking culture, including Kevin Moran, Norman Whiteside and Paul McGrath, turned up alongside a collection of celebrities ‘du jour’… Indeed no party at that time and in that venue would have been complete without Coronation Street stars Michael Le Vell (aka Kevin Webster), Kevin Kennedy (Curly Watts) and Nigel Pivarro (Terry Duckworth)… What could possibly go wrong?

(Via @JimbaudTurner)

If you found this interesting then note that the site from which we took the picture, Latas Futebol Clubeis run by a collector of football-club-branded beer packaging. It’s in Portugese but easy enough to navigate.


The Black Jack tap room.

It’s Manchester Beer Week (23/06-02/07) and a couple of posts from Mancunian bloggers caught our eye. First, from Kaleigh, there comes a useful guide to the city’s brewery taprooms which looks worth bookmarking for future reference. ‘If I find myself in Manchester city centre on a Saturday, I generally end up in a brewery’, she says, which we know to be true from following her on Twitter.

Secondly, there’s a bit of PR from the event organisers. We normally shrug at press releases but this has some interesting numbers based on commissioned research:

The Manchester Beer Audit 2017 found 411 different cask ales on sale in venues throughout the Manchester City Council area, beating nearest rival Sheffield, which boasted 385 beers in its last survey, as well as Nottingham (334), York (281), Norwich (254), Derby (213), and Leeds (211)… The survey also confirmed that Manchester is leading other cities in kegged “craft” beers too, with 234 different beers on sale throughout the city, an increase in variety that has been sparked by the recent boom in craft brewing.

This was prompted, we assume, by similar claims made by Sheffield last year and greeted with some consternation by Leodensians, Mancunians, Londoners… In other words, a pissing match has commenced. Instinctively we groan at this — ‘My city’s better than your city’ is a tedious, more or less unwinnable argument — but, actually, a bit of competition probably won’t do any harm, and certainly generates attention.


Charles from Ards Brewing.

We’re always nagging people to write about smaller, less well-known, basically shy breweries, which is why we pounced on this piece by the Dirty Hallion. It profiles the the Ards Brewing Company of Northern Ireland which ‘has no website for… and a very limited social media presence’. We’d certainly never heard of it. There’s not much drama here but the origin story is interestingly typical and refreshingly free from Grand Passions:

Charles… was a successful architect but like many people involved in the construction industry, myself included, the recession forced a career change… A friend actually suggested brewing and despite no real experience in brewing, he was interested. The same friend taught him the basics and that was it, he was hooked. Shortly after he bought the equipment and started homebrewing. From there he expanded and built the brewery he now uses.

(This was actually posted last week but we only spotted it on Sunday.)


BrewDog Beers on a shelf.

Freshness continues to be the hot topic among antipodean commentators. This week Luke Robertson at Ale of a Time asks a fundamental question: is the long shelf-life demanded by the industrial beer distribution model fundamentally at odds with exciting, zingy beer? Well, that’s our reading, but here’s a bit of what he actually says:

The distribution model and marketplace for beer simply isn’t designed for volatile IPAs or unpasteurized lagers. The history of this model is all tied into pasteurization and refrigeration. While refrigeration is still just as important, pasteurization is a dirty word amongst small brewers. When sending your beer out of the brewery you can almost guarantee that your beer is going to end up old, and probably on a warm shelf.


Painting of a bearded Victorian.
William Everard

Only a few weeks after Charles Wells announced that it was selling its brewing operation and most brands to Marston’s comes another jolt: Everard’s of Leicester is handing off production of its beer to Robinson’s and Joule’s. You won’t find many beer geeks — even the traditionalists — with a lot of gushing kind words for Everard’s beer but this is nonetheless another worrying development in the health of Britain’s family brewing tradition. (Via @robsterowski.)


And, finally, here’s a thought-provoking Tweet from Joe Stange which is of course a generalisation and a simplification but…