Tag Archives: carbonation

Maybe they should have kept to ‘revitalisation’. And dropped the ‘ale’

The biggest mistake that Camra made, I fear, was to change its name in 1973 from the original “Campaign for the Revitalisation of Ale” to “Campaign for Real Ale”. The second-biggest mistake was to have ever used the word “ale”, rather than “beer”, in its title.

Am I serious? Surely coining the phrase “real ale” was a superb marketing tactic, enabling the campaign to put across its message simply and effectively: that it supported traditionally brewed and served British beer against the tide of over-carbonated keg ales and lagers that threatened to destroy this country’s drinking heritage. Would an organisation with similar aims, to stop cask beer disappearing, but called, I dunno, “Anti-Big Brewers Alliance” or “Confederation Of British Beer Lovers and Experts” have risen to become what the National Consumer Council declared as early as 1976 to be “the most successful consumer organisation in Europe”?

Maybe. But as the campaign approaches its 40th anniversary next year, I’m sure I’m not alone in feeling that its name, and the mind-set that name creates, makes Camra today part of the problems facing beer in Britain, as much as it may still be part of the solution.

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