Month: August 2020

In 2000, Belgium’s Interbrew (now Anheuser-Busch InBev or AB-InBev) purchased the brewing side of Bass; this was to be a short-lived acquisition as in 2002, following a ruling from the UK Government’s Competition Commission, they sold the brewery and the brands Carling and Worthington to Coors (now Molson Coors Brewing Company), however they were allowed to retain the rights to the Bass name.

Since 2005, Draught Bass has been contract brewed in Burton upon Trent by Marston’s and what a bloody fine job they make of it too, but that it where Marston’s role ends. The distribution and promotion of the Draught Bass brand is under the control of AB-InBev.

Back when it was a National Brand in the 1980’s, Draught Bass was served in 9,000 pubs, nowadays it is a permanent fixture in just over 500 (see thewickingman’s comprehensive list at https://thewickingman.files.wordpress.com/2019/10/bass-august-2020-2.pdf) Do not assume that a lack of outlets equates to a drop in quality, Draught Bass is still held in the highest regard by aficionados. There is The Honourable Order of Bass Drinkers, an organisation that predates CAMRA, who still make their annual pilgrimage to Burton upon Trent and then there was an aborted attempt at an independently run National Bass Day earlier this year. Those that drink Bass have a genuine love for the beer, myself included and like me many others are wondering what the hell AB-InBev are playing at?

When was the last time you saw an advertisement for Draught Bass or a bar towel / promotional item in a pub that hadn’t been sourced from eBay or found in the back of a cupboard? Why isn’t Draught Bass being pushed as a brand? These topics have been debated on Social Media and in pubs on thewickingman’s list.

Following a consultation with Bass enthusiasts on Facebook and Twitter I drew up a list of 21 interesting questions and I contacted AB-InBev to see if I could find someone willing to answer them. They agreed to take a look and I told them they be written up as an article on this blog. I was hopeful of an interesting reply, although I was expecting them to side step answers to the more contentious questions near the end:

1. Will Draught Bass be affected by the Marston’s / Carlsberg merger?
2. Why do Marston’s brew Draught Bass?
3. Do AB-InBev have access to the recipe books held at the National Brewery Centre and are there any plans to make other beers from Bass’ history, for example Bass No.1?
4. When was the decision made to brew American Bass with syrups and how long has this been the practice?
5. Why is Bass sold in ten gallon firkins instead of the traditional nine?
6. Is the recipe the same as when it was brewed by Bass?
7. Are there any plans for a Bass website? Bass.com redirects to anheuser-bush.com and when you click on brands, there is no mention of Bass!
8. Has the Bass recipe changed since 1945 and when did they stop aging it in wood?
9. Would AB-InBev be prepared to support pubs who stock Bass with more Point Of Sale, for example half pint glasses, beer towels, drip towels etc.
10. Will the Bass brand be applied to contemporary craft products to create a range of Bass craft beers?
11. In November 2018 AB-InBev announced that they were reintroducing Bass Pale Ale to the UK in 355ml bottles, did this actually happen?
12. Is Draught Bass available in Oak Casks?
13. How is Draught Bass brewed?
14. Why does Draught Bass and bottle Bass taste different to each other?
15. What was the iconic Bass signature changed on the new labels?
16. Will Bass ever be available bottle conditioned?
17. What are the plans for the future of the brand?
18. Why are there no adverts for Bass? Do AB-InBev have any interest in promoting the brand?
19. Has there been any consideration given to Draught Bass becoming either a profitable national brand or an even more revered niche product, with a marketing budget / policy to back this up?
20. Are there any plans to increase the distribution of Draught Bass?
21. Is the Bass brand up for sale and, if so, what is the price?

After I’d heard nothing for a week or so, I emailed again only to be told that at the moment they are not able to take part in the interview, with a promise to get in touch before 2021’s National Bass Day.

This was an ideal opportunity for them to speak directly to Bass drinkers but sorry, they couldn’t be bothered; how bitterly disappointing and underwhelming!

I considered making this paragraph a rant about how they really couldn’t give a toss about Draught Bass and no doubt Beer Writer Pete Brown would have done just that, but I didn’t see the point because if you have ever wondered what AB-InBev really really think about Draught Bass, you have your answer; silence.

Great stuff eh?

A bottle of Allsopp’s Arctic Ale dating from 1875 was auctioned in Exeter last week and despite an estimated selling price of between £300-500, it went for an astounding £750! The purchaser was Jamie Allsopp who is the Great Great Great Great Great Grandson of Samuel Allsopp.

“This is a very special bottle for me as it is a physical link to the heyday of my family’s old brewery Samuel Allsopp and Sons,” said Jamie. “Bottles come up for sale very rarely.”

The full bottle has an attractive lead seal depicting the company’s trademark Red Hand and an inscription “Brewed for the Arctic Expedition 1875.” Other examples can have a blue and white label attached.

Allsopp’s Arctic Ale has a fascinating history; in 1851 the Lords of the Admiralty invited all the great brewers to submit an ale to accompany Admiral Sir Edward Belcher’s 1852 mission to rescue Sir John Franklin, who had been lost whilst charting the Northwest Passage. Samuel Allsopp and Sons won the prestigious commission and Belcher set sail with 540 gallons of Arctic Ale. Two further brews were provided for Sir Leopold McLintock in 1857 and Sir George Nares in 1875. The beer was the strongest ever brewed by Allsopp’s and was so viscous it had to be lifted out of the mashtun using buckets as it would not flow via the usual tap.

The 1875 brew was sampled by Brewing Historian Alfred Barnard in 1888, who noted that the beer had a large amount of unfermentable sugar, making it also a valuable foodstuff. The beer was around 9% alcohol by volume with an Original Gravity of 1126^o and was designed to withstand the extremes of the Arctic, remaining liquid even at temperatures of -41^oC.

Versions of Arctic Ale would continue to be brewed until modern times; in 1897 it was advertised at seven shilling per dozen pint bottles and records show it was produced by Ind Coope & Allsopp in 1937. By 1956 the name had changed to Arctic Barley Wine, it “Keeps out the cold” according to the advertisement. In the 1970’s it became known as Triple A, with the three A’s signifying Allsopp’s Arctic Ale.

The story doesn’t end there though, in 2007 a bottle of the 1852 brewing sold on eBay for $503,000. Although the winning bid was later found to be a hoax, a brewer from Bethlehem, Pennsylvania called Chris Bowen became obsessed with Arctic Ale, even going as far to brew his own version in the Arctic Circle; he made a film called Arctic Alchemy about his story. Chris came to Burton ten years ago and opened a bottle of the 1875 Arctic Ale for a public tasting session.

Jamie Allsopp recalls another such uncorking: “My Father remembers tasting it with his Father when a few bottles had been discovered at Hindlip Hall, the old Allsopp family home,” Jamie however has no plans to open his new prized possession. “My Father said it was quite disgusting!”