The brand is now owned by global brewer AB InBev who will relaunch it next month. In 2013, they decided to rename this iconic beer as “Bass Trademark Number One” to acknowledge the fact that the famous Bass red triangle was the first registered trade mark in the UK. This move was described by beer blogger Zythophile as “a classic example of How To Royally Screw Up Your Brand” (see his full post here). AB InBev say they are bringing this beer back with its original name to “invigorate the premium ale category”.
The beer scene has changed a lot in recent decades, with a younger generation of beer drinkers who have a far wider choice of real ales, craft beers and bottled ales than ever before. Classic brand or not, it will be competing in a very crowded market place and the beer will have to be very good to make any serious inroads. Still, I look forward to giving it a try.
Closer to home, I was sorry to hear that Liverpool's Mad Hatter Brewery has ceased trading. Launched in 2013, it was one of the few breweries to be run by a woman, Sue Starling, and produced a number of interesting and sometimes quirky beers, some of them named after local places such as Penny Lane Pale and Toxteth IPA. Sue has said the pleasure of brewing has gone after the departure of her co-founder, Gareth Matthews, whose creativity she has sorely missed. That loss, coupled with a change of premises, means that she no longer wants to run the business herself, but she is open to offers to buy it “so it could live on”.