(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).
Maybe the triangle on the label should turn blue when it’s cold enough to drink.
I can’t wait to see 24 packs of Bass Ale in 16oz cans.
InBev has a deathgrip on a handful of jello.
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I was floored to read the Bass bottle that claimed a U.S. address. I hadn’t even known when I bought the 12pk bottles on sale for $13 at my giant neighborhood grocery. I re-read it 10 times! The obscurity of BALDWINSVILLE told me something was up.
I think the comment of the triangle turning blue and 16oz cans is perfect. And the beer that once claimed its mineral-rich water is the source of the unique ale’s taste… Bass beer must now be removed from the list of rare beers that cannot be duplicated due to its unique water source.
“Bass, it’s that Baldwinsville Water…”
The u.s. clone of bass ale is piss in a bottle, in contrast to the real deal. Inbev and bass has made a huge mistake. I hope they see the error of their ways.
InBev has destroyed a great British ale because of it`s great history.Little boardroom ushers that have an American mildew as to it`s influence towards great European beers/ lagers/ ales .I truly hate them ..You`re country is ruled by Fascist idiotii . Their way or FUCK OFF
Sorry that Anheuser-Busch has decided to stop importing (English) Bass Ale into the USA. Those of us who used to be Bass drinkers were willing to pay a premium for the real imported ale. No way on earth will I be paying a premium to buy some knock-off fake Bass brewed in New York State! I guess it was fun while it lasted. Hoping to drink real Bass next time I’m in the UK.
By the way, I love the brewed “in the British tradition” B.S. all over the packaging! They probably think Budweiser is brewed in the German tradition too. Very very sad to lose Bass.
I just purchased a 12 pack of what I believed to be my beloved Bass Ale at my local distributor. After opening the first bottle in expectation of the British brew I had enjoyed for so many years I was astounded by an off flavour the red triangle had never had. It was far too sweet and lacked body. To my amazement I found that this pale imitation of a truly great ale would no longer be brewed in merry old England for the American market. Instead this thinly disguised imposter was brewed in Baldwinsville New York. This has been my first and last purchase of this pretender. When Bass Ale once again is imported from England I will enjoy its return.
I have been a Bass Ale drinker for a long time because I liked the taste better than any other ale, or beer. Now that inBev has taken over Bass as they did Budweiser they are now so big that they can do anything they want just like all the other enormous corporations. Brewing Bass in the US and possibly changing the taste that everyone drinks it for will be a big mistake. And like all the other super large corps they will care less because possibly through all the promotions they will attract other customers that don’t know the difference in a fine drink! It’s all about the almighty buck and screw the customer!
I am creating a Facebook page to bring back the real Bass from the UK. I will show AB how much damage they have caused to knowledgeable beer drinkers in this country. Let me know if anyone has any other ideas to restore this great beer to its former glory. No other beer has its flavor.
PISS IN A BOTTLE IS TOO MILD,
i LOVED bass FORM eNGLAND AS DID ALL MY FRIENDS
AND FAMILY. i HATE THE NEW WATERED DOWN
SHIT. I WILL NOW SEARCH FOR A GOOD EUROPEAN
OR OTHER GOOD BASS FROM ENGLAND SUB.
I MIGHT EVEN FIND A SOURCE FROM CANADA THAT
IMPORTS THE REAL BRITISH BASS.
BIG CORPORATIONS ARE JUST GREED AND SOCIPATHIC MONSTERS.
FUCK BASS US CORP!
I hate to say this, but Bass has been LOW LOW LOW on the Ratebeer list for AGES. This is not something new, despite what most of you imagine in your heads. In short, it’s ALWAYS (for its entire lifetime in the 1800s) SUCKED HARD according to beer snobs and never warranted higher than a 4.x on a scale of 10. The only difference is that some of you used to think that Budweiser was the “King of Beers” and then you discovered Bass Ale tasted like real beer. But since the micro-brew craze, you now realize beer doesn’t have to taste so mild. So when you went back to Bass Ale, you think it’s changed (for 20 years according to one post). Well that’s pure BS. It’s YOU and your tastes that have changed, not the Bass recipe.
Yes, the water is different and it may have some tiny effect on the flavor, but this idea that Bass Ale was once the best beer ever and now sucks the big one like that piss that is Corona is just PURE BS NONSENSE. Most of you wouldn’t even didn’t know until it was pointed out to you. And those of you thinking the UK version is still good, guess what? It’s NOT brewed at the original brewery with the original water source EITHER. So HOW can it taste superior? It’s the same recipe used at both locations to the exact gram. Do you really believe UK water is so superior to New York water that it makes it taste 10x better? Give me a break. Some of you must be MORONS.
I didn’t discover Bass Ale until around 2001 or thereabouts. It was the only drinkable beer at BW3s (now Buffalo Wild Wings; I guess they don’t like “Weck” anymore). I’ve drank it across two companies and two continents (along with 400+ other beers I’ve tried) and this idea that the flavor suddenly changed and went to Hell when they brewed it in the USA is such a load of crap. In fact, I just tasted the US version a minute ago. It still tastes 95%+ the same as it did in 2001 when it was still made at the original brewery, which to say is that it’s a perfectly fine, yet relatively mild bitter ale that is 5x better when mixed with Guinness in a Black & Tan (which I must say is vastly superior to either beer alone and is the one awesome mixed beer left in this world, IMO).
Or did they not use the original recipe back then either? Did WWII alter the water supply for good? Maybe it was better during WWI? The ONLY “BS” element is that we now are paying IMPORT prices for DOMESTICALLY BREWED BEER and that really *IS* bullcrap. It shouldn’t cost any more than Killians or Sam Adams at a bar or a super market (and if you don’t believe me about the flavor, just look up the spectacle about how awesome Killians was when it was first invented in Ireland and how Coor RUINED the recipe by using horrible Rocky Mountain water to brew their beer…. (roll eyes as far as they can possibly roll). Some of you just KNOW they changed the recipe, but that would be suicide and is about as believable as Coke still having cocaine in it. (roll eyes again).
Yes, InBev is a large corporation and they sell breweries when they have excess capacity or when in this case, the British Government made them get rid of all the beers there except Bass. InBev is not Busch, it’s a Belgium company that bought Busch. And we all know the Belgians don’t know the FIRST THING about how to make beer (roll eyes once again as far as I can roll them). I think I’ll got have a Delirium Nocturnum now (made by those god awful Belgians)…. If anything InBev buying Busch was a step up for Busch (maker of the worst tasting rice beer on the planet). That wheat beer Busch made shortly thereafter at least tasted like a real beer (still not great, IMO, although a friend of mine loved it and he’s mostly a DogfishHead fan).
Big Red, for such an experienced well traveled beer sampler, you are way out of your league on this subject. I have been a regular Bass Ale drinker for the last 28 years. Yeah I drank other beer in that time frame. But Bass Ale has always been my favorite. For most of this year so far on the weekends I pick up a 12 pack on Friday and drink it over the weekend. It appears lately that I have been drinking leftover imported inventory, because last night I stopped by the store and grabbed my normal 12 pack went home and opened and started to drink my Bass. To my amazement I thought I was drinking gasoline. Then I looked closer at the label and found out why. “A product of the US”. Then I googled the subject and that is how I found this spot.
Anyway though I thought the taste was off, I continued to drink. I put away 4 additional beers, and before going to sleep I revisited my college days where I spent many nights puking from drinking 15+/- beers. So Again I puked. The last time I puked I was sick from the flu over 9 years ago!!!! Bass Ale US has changed the recipe. My taste buds may have changed as part of my aging process but AB Inbev has modified this recipe to the point, I feel they should rename it. Save on Label costs by not printing the B and call it ass Ale. Or Bud Ale. I have NEVER been a Bud man I have always enjoyed Foreign instead of Domestic, Until of course the micro brew market blew wide open.
I will Say I agree with your thoughts as Black & Tan Traditional being the best mixed drink available. However due to AB Inbev’s recent overtaking I will tread with caution. I might actually try it tonight as I am drinking Guinness Draught due to my discovery. No I am definitely not a moron, just a well versed BASS ALE Drinker.
I discovered this screw up when I mistakenly bought a 12 pack of Bass without noticing it was made in NY. The first taste had me looking at the bottle. Remind me of Fosters beer made in Canada instead of Australia. No comparison in taste. I don’t drink Fosters and I now no longer drink Bass Ale. Taste like a Budweiser made from water out of the Mississippi or worse. History shows that when companys do this they don’t last too long in the US market. I’ll miss the UK made Bass.
Shame about Bass. I too was fooled into thinking I was buying British Bass. No more. I need to get the word out about Bass and let my friends know that Bass is not good beer any more. I’m sad.
Ha ha ha ha ha ha once again CAPITALISM rears it’s ugly head to tell beer drinkers “It’s still the same thing”. Now that is too funny that an English classic can be brewed in American piss. Still curious why STELLA enjoys the market?
I was born and breed inn Burton on Trent and drank Bass ale from the age of 16 years old. I am 52 now and I live in Winnipeg, and continue to drink Bass ale till last year when Labatts brewing stopped bring it from England . I then went to Happy Harry in Grand Forks every 3 months and bring 3×24 cases of Bass ale in bottles. Then I went back this week and guess what it’s made in Baldwinsville brewery it’s not the same. The water makes the beer and England has the water that makes Bass what it is. So I try a bottle and it’s tastes like PISS. Big mistake I shall not be buying Bass that is not the real thing. Same on you InBev for selling Bass !!!!!
The fact that I even went looking for answers as to why one of my favorite beers suddenly tastes more akin to some crap like Bud, should be very telling. So, sorry Mr. 95% of original taste, 400+ beers (etc.), but this is just simply crap beer. I am not a foodie/beer expert by any means, but the fact the I could immediately tell something was wrong says it all. I don’t believe it could possibly be just the water that makes the difference, but I will say this is my last Bass purchase until it tastes like the original – whether its brewed in N.Y. or England. I don’t care where it’s brewed, honestly – but when you starts messing with a recipe that has worked since the 1700’s you deserve to lose customers. You are no longer special.
Perhaps 5% of the original is all that’s missing, Big Red (I’d say more like 40%), isn’t 5% pretty significant when it comes to a specialized taste? If you can’t taste the difference after tasting 400+ beers then you’re the moron. Besides, who in God’s name doesn’t trust their own tastes enough that they have to look at something called Ratebeer?
I am going to spend the next couple of years scouring the back shelves of Beer Distributers in my area looking for forgotten cases of the real thing. I just bought a 12 pack of the NY imitator not knowing what had happened. From the initial aroma I knew there was a proplem. Then when I actually tasted it I started to read the label and saw “Product of the USA” I knew I was a victim of the bait and switch scam. I think I’ll just “Pass on Bass” from now on.
Bass brewed by Bud in Baldwinsville provides a “traditional US industrial beer”. No comparison in taste to the English brewed ale. After years drinking imported Bass, I’m finished with it. Bud is Bud, no matter the label. Fred
Thank You to all of the other Bass drinkers who left feedback.
I like a few cream ales, but I have to admit that Bass has always been a good consistent pale ale, until now. I lived in London in the mid 80’s and got spoiled. The only pale ale that I liked better than Bass was called Burtons. It was probably a local. I only remember getting it in a pub in Camden. I tasted the change with Fosters and now with Bass. What a shame. I hope whoever started this- will send a reply from all of us to Inbev- They are the culprits. Be Well my more tasteful friends, – Bruce.
I bought a six pack yesterday. Opened a bottle today of what used to be one of my favorite beers. Poured it in aglass as one of the most important things in the Bass beer is the smell. It was not there. And the taste was not the same at all, more like a watery Budweisser, Then I checked the sticker…. “Product of the USA”…. What???? Not made in England anymore? This was my last Bass beer unless I can find the original, I am actually going to test Wal-Mart’s return policy tomorrow and see if I can return the 5 remaining bottles. Somebody has to get the message, this is the worst part of capitalism, when somebody wants to make a profit just by buying a brand and forgetting about the product quality that made the brand famous.
Bassweiser
Used to be a Bass drinker, but as my craft-brew tastebuds have evolved I haven’t found the need to have it in a long while. I did pick up a 12-pack for the Christmas holidays to augment my assortment of craft brews for a family party, and it took my brother-in-law (who works for AB) to point out that it’s now brewed in NY.
I didn’t notice a dramatic taste difference – and the folks that drank the rest didn’t complain – but it is unlikely I will buy again for reasons I cannot fully explain without sounding completely beer-snobby.
You guys have really dropped the ball! I have just finished my first brew from your Baldswinville, NY, brewery and I need to tell you that it is NOT the same pale ale that I have known and loved for many years, that coming from Merry Olde England. What I have just tasted is an imitation of Samuel Adams. I can get Samuel Adams easily and anywhere . . . if I wanted Samuel Adams, which I do not!
Mine, I am sure, is a lonely voice crying in the wilderness, so I will simply say “Adios!” At least I still have Boddington and New Castle Brown. I shall miss my Bass Pale Ale of old, but most Americans like the dishwater taste of Bud Lite and Miller Lite, so perhaps you are cowtowing to them.
Yeah, Bass sucks in US. This is bullshit. A totally different beer. Another strikeout by the destroyers of our World and especially the USA, Corporations
Like so many other comments I was shocked to find that bass is now brewed in USA at a bud plant in NY. I have drank bass for 30 years and now it has ended. IMBEV you suck…. I will not buy any of your products if I can help it… The product you make in NY with a bass label on it is crap…..
Well this explains alot, just bought a case of ” New Bass” and it is horrible, water downed nowhere near the flavor of the original. I guess that is why it is on sale all over the place
Bass drinker for 20 years. Noticed the taste on the first bogus case from NY. I will now look to Sammy Smith or New Castle for brew until they screw that up too.
I too was compelled to write after opening a bottle from a case I recently bought and finding the taste peculiar, and not as I had remembered and enjoyed. Like most here I was astonished to read that The Bass I bought was not brewed in merry old England. Definitely noticed a difference and will be buying Newcastle as my daily drinker going forward. What a shame. If you want the rest of my Bass let me know.
A few months back I was asked by a New Jersey liquor store employee how I liked Bass since he had received complaints regarding the taste from customers. I didn’t really notice a difference but have been trying for the longest while to find a replacement for Bass. Just last week an employee at another beer store told me it was brewed in New York. It was that info that drew me to this website. Bass brewed in NY for $35 is too much. Still looking for a replacement.
I can’t believe they would do this. Even from a strictly business standpoint, have they no sense at all? Bass was a great ale, for a century and a half. And now In-bev is going to turn it into crap for a short term profit? And believe me, it will be short term, because Bass drinkers will turn away from this New York piss in a New York minute. I’ve lived for 60 years on this planet, and I don’t think I’ve ever seen a more stupid move in all my life. This is beyond comprehension.
I too was floored to discover that my beloved Bass Ale was now brewed in New York. It is indeed much weaker in taste and that beautiful deep amber color I so admired has gone rather pale. Sadly, Bass is no longer brewed in Britain. I have bought and enjoyed this ale for a great many years but my days of buying it are over. Hopefully Guinness will never do what was done to Bass. The mixture of those two beers was fabulous. I will need to get a good substitute for Bass as I refuse to mix this watered down crap from NY with that fine Irish Stout.
No “Bass”tard for me!!
I went to the beer store, had a beer choice breakdown.
so many different beers, too much to decide so went with and old stand by BASS ale!
WTF!
I was as surprised as the rest of you when I noticed the Baldwinsville, NY and Product of the USA on the label but frankly, I didn’t notce the difference.
I recall when Miller destroyed Lowenbrau. Now AB have done it to Bass. Fortunately, Newcastle have introduced a Pale Ale here that is now my go to beer.
I’m the most recent victim of this fraud. There is nothing on the packaging to indicate that the product inside has changed. The two twelve packs I purchased last month were in a box with the AB Eagle trademark and I asked the store manager what was up. He claimed no knowledge as to why an AB box was under the ‘Bass’. Does that make this a conspiracy? After thirty years as a loyal Bass drinker I am now looking for a new beer. Although I despise lawyers and our legal system I hope there’s a class action suit filed.
Hey maybe Mercedes should put a three pointed star on the hood of a K car and charge $40K. How did that work out for them?
I am also no longer buying Bass. I decided that it tastes very much like AB’s Killian Red – flat and flavorless.
I have switched to Newcastle Pale Ale, Smithwicks and Abita from New Orleans, a delightful but hard to get and somewhat expensive American amber.
Sorry Suddenlythirsty, I am now the latest victim. I bought a six-pack last week, and drank one of them last night and the flavor was off – I thought it was the fact I had just brushed my teeth. I kept drinking and the flavor wouldn’t correct itself, then I saw the label. Unbelievable!!! I am distraught at the fact that my favorite beer for the last 17 years has been eliminated. Yes, the label says Bass, but they should just drop the “B”, because that’s what it tastes like now. I’m going to look for another true English beer – anyone have any suggestions.
I’ve been drinking Bass since I was a kid…….35 years! This new stuff is just awful……..tastes like Coors Light compared to the original Bass Ale.
But this is INBEV’s plan for the future……..they did it to Beck’s too…….just awful!
And it’s not only INBEV……..Foster’s is brewed in the usa too!
baldwin bass bashing brit here [again] my previous rant was truly uncalled for; I apologize. Ah well anybody in here that could organize a bumper sticker small enough to warn others about the wonton lie and also get a petition out to In Bev . I know they only think in euro`s but all my beer stores are commenting that ~the new bass ale sales are so flat they order minimum amounts .now that must hurt the buggers , and since bass`s funeral }:-( Long Hammer IPA is filling in quite nicely sliante Andrew
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THIS IS NOT THE BASS ALE THAT WE HAVE KNOWN !!!
I bought a case yesterday, the first in a while. I tend to get a urge for Bass as the weather heats up and I make a transition from the heavy winter type beers. Well I had 3 last night and was confused to what the hell happened to the ale I have come to love. The crap about changing taste buds is not true. My brain and mouth if anything have become more refined in telling the little differences with a particular style or type of beer. My brain and senses have been calibrated for a number of years to the taste of Bass Pale Ale.
I am not as lucky as some people who only got a single 12 pack, I bought a case ! The first bottle was definitely too sweet without the distinct mineral taste that the bass ale is known for. Trying 2 more bottles did not change a thing. If I still have the receipt around I am going to take the case back.
Note: Good brewers can reproduce the taste of any beer using the right ingredients and water chemistry that is unquie to a classic ale style such as this. This company decided not to do that and “dumb down” a classic Ale that defined a style known for 100 of years.
The really sad part is that the red triange is a copy-right symbol so you had known in the past of what you are getting quality wise and because of attempted clones. No this beer has become the clone that does not meet the standards that were set hundreds of years ago. Sad, very sad.
Good or bad beer isn’t the point. Charging the same damn high price for something that wasn’t imported should be a crime!!! I for one refuse. I will find some new favorite beer!
I purchased a 12 pack from the store and cracked the first one open, took a drink, thought wtf & looked at the label. Now I understand why my local british pub doesn’t sell “Bass” anymore. A sad day for American beer drinkers.
So bummed, we are unable to find are Bass for sale any where here in our county! Bass is the one and only pale ale!! whats up with Bass???
It’s all about me, and my beliefs. Up until recently I considered BPA in my top 5 of available(to me) brews. The others include Sierra Nevada Pale Ale, Sierra Nevada Porter, Smiithwick’s, and Heineken. There are several other noteworthy brews that have ranked in my top 5 previously.
Now, specifically, and without reservation, I am denouncing the product that you are putting a BPA label produced in the USA. I know my opinion is irrelevant, but I do mourne the demise of an icon. Ever heard of the Packard-Baker?
I was amused by many of the responses posted here.
Bass Ale was very definitely a very fine beer at one time…and yes, not so much in recent years. BUT …it wasn’t AB-InBev that changed the brew, it was the original brewers of Bass themselves that changed the character of the beer entirely way back in the 1970’s; that happened when the Bass brewery “modernized” the plant and completely changed the method of fermentation and the yeast strain (and most likely the recipe itself as well).
So, while I haven’t had the USA brewed version, and will likely try it only if one is handed to me for free, the real fact of the matter is that if you never tasted Bass Ale before the mid 1970’s, you’ve never _really_ tasted Bass Ale to begin with. It was once every bit as good as many of today’s craft beers (and better than quite a few of them, too). In any case, yes…the “brewed in America” thing is a very sad development.
I have no doubt that you are correct but my taste buds do not have that kind of memory and after 30 years one can never be quite sure of one’s recollecitons. I was in Kent last week and had the good fortune to try the excellent local ale brewed with local hops, barley and water – Shepherd Neame’s Master Brew. I also felt obliged to taste the local Bass. The New York brewed Bass Ale is noticeably blander than the UK version.