It is also putting the bottle into 500ml bottles in the off-trade to boost the beer’s presence in the crowded premium bottled beer aisles, in a move that may signal a new focus on the brand.
The Publican’s Morning Advertiser understands that the new name will be rolled out across the on-trade next year, with new pump clips and PoS for stockists.
The bottled ale will continue to be brewed at AB InBev's Samlesbury brewery, near Preston, while draught Bass is brewed under contract by Marston’s in Burton-upon-Trent.
Brewery manager Neil Nersesian, said: "To continue brewing this historic beer is a great honour and we are excited to be bringing Bass to a new audience with the launch of the 500ml bottle.
“Bass Trademark No.1 is a timeless and iconic ale which is steeped in history. It will delight beer-lovers today, just as it has delighted them over the last 200 years."
The first brand
Bass Pale Ale was once Britain’s best selling beer but has languished under the stewardship of AB InBev, which bought the brand as part of its £2.3bn acquisition of Bass Brewers in 2000, back when it was the Belgian-based Interbrew.
It is still a significant global brand, however, particularly in the US.
In 2010 it was rumoured that AB InBev had put the UK rights to the brand up for sale for between £10m to £15m.
Bass’ distinctive red triangle logo has become a true icon and the beer was painted by Manet, fought over by Napoleon and Buffalo Bill and served on the Titanic.