The spread of Milk Stout

More milk Stout, you lucky kids.

 Remember mackeson's genius idea of licensing others to brew Milk Stout? The evidence shows that they soon had pleanty of takers. Only a year after its initial release, other brewers were making and promoting their own versions.

"ORIGINAL LONDON HIGHBURY MILK STOUT.
"Read what The Nursing Times,” August 7, 1909, says:
"The idea has persisted for many generations that stout is a beverage of special utility to convalescents and persons who require "building up,” and, in any case, it is certain that stout contains more nutritive matter than the great majority of liquids commonly drunk, and to that extent, and provided that an alcoholic beverage of any kind is not contra-indicated, its use is to be commended. It is not everyone, however, who can drink stout with impunity; some people find it "lies heavy,” and others, that it gives rise to an uncomfortable feeling of fulness. . . . This being the case, it seems worth while to direct attention to ... . "Milk Stout." Its name and its special value alike depend on its being prepared, not with invert sugar, but with sugar of milk, or lactose. This being an organic sugar, and not present in undue proportion, the stout is more likely to be found suitable to the majority of the persons for whom stout is commonly prescribed than are the general run of stouts. Moreover, as lactose is not susceptible of fermentation, the alcoholic contents do not vary, and there is no superfluons carbonic acid gas. The lactose makes no difference in the taste of the stout, and its quantity is approximately the same that contained in an ordinary glass of milk. "Milk Stout,” therefore, may well be tried by those who have occuion either to drink stout themselves or to select a beverage for a patient.”

Sole Agent for Warwick ;
H. FRYER, WINE AND SPIRIT MERCHANT, 16. HIGH STREET."
Warwick and Warwickshire Advertiser - Saturday 30 July 1910, page 5.

That hearty recommendation in Nursing Times probably didn't do the style any harm. And interestingly it does mention the unfermentable nature of lactose. "Superfluous carbonic acid gas" was doubtless be the result of an unwanted or over-vigorous secondary fermentation.

Here's direct evidence of Mackeson's licensing system:

"Milk Stout. — This perfect beverage is brewed at Daniell and Sons' Breweries, West Bergholt and Colchester, sole licensees for Essex and Suffolk. Each pint contains the energising carbo-hydrates of l0 oz. of pure Milk. — Daniell and Sons' Breweries, Ltd., Colchester, or from their Agents or houses. Anti-Rheumatic. Strongly recommended by the medical profession."
Chelmsford Chronicle - Friday 09 September 1910, page 8.

I'm quite impressed at how quickly Milk Stout acquired its fame.