AB InBev puts Bass up for sale

By Ewan Turney

- Last updated on GMT

Bass and Boddingtons: up for sale?
Bass and Boddingtons: up for sale?
AB InBev is rumoured to have put famous British ale brands Bass, Boddingtons and Flowers up for sale. The Times reports that the Belgian-based...

AB InBev is rumoured to have put famous British ale brands Bass, Boddingtons and Flowers up for sale.

The Times​ reports that the Belgian-based global brewer is seeking a buyer for Bass at around the £10-£15m mark.

However, the sale is understood to exclude the trademark and international rights — Bass is still popular in the United States.

Bass is now brewed under contract by Marston's and has suffered from a lack of marketing investment.

Boddington's, dubbed the cream of Manchester, has also suffered a tough time since its famous Strangeways brewery closed in 2005. It is now brewed under contract by Hydes in Manchester.

The Times​ reports that Marston's, Wells & Young's, Molson Coors and C&C Group have all ruled themselves out.

In March, AB InBev UK president Staurt Macfarlane​ told the Morning Advertiser​: "Our focus is on Budweiser, Beck's and Stella, and I'm not apologising for that. I'm happy to say to the regional brewers, you take control of the cask-ale business — you do it better."

But he laughed off suggestions of a sale of Bass. "It's the world's number-one trademark," he said.

He also denied the company had neglected the brands. "Both those brands have a strong equity, there is an emotional attachment to them. But we don't see them in future growth, so they're not a priority."

AB InBev said it would not comment on the speculation.

Related topics: Beer

Follow us

Pub Trade Guides

View more