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:
- Will Draught Bass be affected by the Marston’s / Carlsberg merger?
- Why do Marston’s brew Draught Bass?
- 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?
- When was the decision made to brew American Bass with syrups and how long has this been the practice?
- Why is Bass sold in ten gallon firkins instead of the traditional nine?
- Is the recipe the same as when it was brewed by Bass?
- 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!
- Has the Bass recipe changed since 1945 and when did they stop aging it in wood?
- 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.
- Will the Bass brand be applied to contemporary craft products to create a range of Bass craft beers?
- In November 2018 AB-InBev announced that they were reintroducing Bass Pale Ale to the UK in 355ml bottles, did this actually happen?
- Is Draught Bass available in Oak Casks?
- How is Draught Bass brewed?
- Why does Draught Bass and bottle Bass taste different to each other?
- What was the iconic Bass signature changed on the new labels?
- Will Bass ever be available bottle conditioned?
- What are the plans for the future of the brand?
- Why are there no adverts for Bass? Do AB-InBev have any interest in promoting the brand?
- 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?
- Are there any plans to increase the distribution of Draught Bass?
- 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?
I rang AB 2 months ago about canned draught Bass not being available anywhere! I was told that a problem on the production line ( a major part of machinery breaking down) was the reason. I have rang a few times recently only to be told, “all our lines are currently busy, please try calling later”. Will we actually ever see canned Bass back on the shelves?
Well done Ian Webster for taking the time to do this, excellent work. Thank you.
I have a different and more optimistic take on their response. Here goes:-
Large corporations are often ponderous as they feel the need to give a very considered reply. That’s a fact of life in the business world. I like to think there are moves afoot within the appropriate part of ABInbev and the 21Q have given them a lot of food for thought. They probably will not have a lot of info to hand, many of these questions are very searching. They must be careful to give the correct answer not the first dusty old document they come across. Whatever they say will be taken very seriously by a lot of drinkers.
I suspect they are somewhat taken aback at the depths you seek to clarify and want to give good answers – it’s going to take a paid employee some considerable time to research and respond, all will need to be vetted by seniors within the organisation.
Personally I think they could have done a btter job at explain in a little more detail why the delay. Who knows maybe all this has caused them to wake up, appoint a ‘brand manager’ and take it all more seriously. In which case it would have been reassuring if they’d indicated their intentions.
Keep up the good work and please be more optimistic, though I can understand how you feel.Try writing to them for a fuller explanation of such a long delay.
Bass forever! Pete Clark