AB InBev to bring Bass Pale Ale back

By Nicholas Robinson contact

- Last updated on GMT

Guess who's back? Bass again
Guess who's back? Bass again

Related tags: Ab inbev uk, Ab inbev, Restaurant, Bass, Bass brewers

Global brewer AB InBev will reintroduce Bass Pale Ale to the UK on-trade this December, in a bid to “reignite” the premium ale category.

The 5.1% ABV pale ale will be made at AB InBev’s Samlesbury, Lancashire, brewery and made available in 355ml bottles at selected pubs.

In 1777, brewed by William Bass in Burton-on-Trent, Bass was the world’s first pale ale, it is claimed.

Largest brewer

Almost a century down the line and Bass became the world’s largest brewer, with the beer’s red triangle becoming the UK’s first trademark in 1876.

“AB InBev is now looking to bring this historical brand back to UK to invigorate the premium ale category,” said the brewer.

A spokesperson said: “Bass is a pale ale pioneer and we can’t wait to reintroduce shoppers to this historic brand, whose name lives on as a hallmark of great-tasting beer.

“The pale ale category has many good players, but Bass is the only one who can say that it has been on board the Titanic, flew on the Concorde and embarked with Shackleton to the ends of the earth.”

Maintained popularity

Bass has been brewed in the UK for a long time, but much of the volume has been exported to other markets, including Japan where the beer has maintained its popularity.

“Much like the brewer’s other brands today, including Budweiser and Stella Artois, Bass was present for key cultural moments,” said AB InBev.

“In 1800, Napoleon Bonaparte was inspired to build a Bass brewery in France; in 1882, Eduoard Manet depicted Bass in his painting ‘Le Bar Aux Folies Bergere’; and in 1912, 12,000 bottles of Bass went down with the Titanic on its fateful maiden voyage.”

Related topics: Beer