(St. Louis, MO) – Beernews.org has intercepted a letter sent out from AB InBev regarding one of the world’s oldest beer brands.
With Stella Artois sales surging in the U.S. thanks to a heavy marketing push, AB InBev now has its sights set on lifting sales here for another famed import brand, Bass Pale Ale.
Here is the bulk of the letter…
Bass Pale Ale, the Original Pale Ale, has a rich history dating back centuries. Its classic red triangle was England’s first registered trademark and still serves as the brand icon today. This brand’s authenticity and enduring past earn it the credibility to shape its future.
In 2012, we will reintroduce Bass to consumers by investing in a variety of liquid innovations, packaging options and unique taste experiences. These actions will allow expansion of the brand in the United States and make Bass a more formidable competitor in the high end.
To set the stage, we will begin brewing Bass for the U.S. market at the Baldwinsville brewery in June. This change will result in an immediate and significant benefit for wholesalers and retailers while requiring some minor adjustments at retail to accommodate the transition.
The immediate benefit is more draught beer for the same price. As a result of shifting from the European to U.S. standard half barrel, each keg will have approximately 25 additional 16 oz servings. By selling at the same price per keg, this is a great opportunity to expand distribution and target competitive import/craft handles immediately.
Craft reps, look out.
Just one year ago, The Times Online reported that AB InBev was looking to sell the Bass brand (excluding trademark rights and international rights outside of the UK).
I bought a six pack of Bass and when I got home and cracked one open i thought I had a old or bad batch. I opened a second bottle and poured it in a clean glass but again a bland taste. I looked at the label for an expiration date and did not find one. I did find that it was brewed in Baldwinsville, NY!! This isn’t even close to real UK Bass, very sad attempt and illusion behind a well known trademark. I am disappointed that this legendary brand is being copied as a poorly flavored variation of Budwieser.
I picked up a sixer tonight thinking I was buying something reliable that I could enjoy before bed. This is shit, and led me to seek out what was changed in the beer online, which brought me eventually here to speak out. Give me a freakin’ break. Yuck. True British classics should remain what they always were. their time will come around again. I’ve been raving to my friends lately how the classic British bitters haven’t yet trended toward the front of the current brew hype, but the Marstons, Fullers, Youngs, Sam Smiths and Belhavens will have their day. My current favorite is the Wells Bombardier, an easy everyday bitter. Piss on InBev for letting this happen to the poor old Bass Pale.