UK: AB InBev relaunching Bass pale ale in the UK

AB InBev is relaunching Bass pale ale in a bid to “reignite the premium ale category”, the Drinks Retailing News reported on November 12.

The brewer said 35.5cl bottles of the 5.1% abv ale will be available through selected retailers and pubs from December.

Bass is described as “the world’s first pale ale”, and it was first brewed in 1777 by William Bass in Burton on Trent.

AB InBev is now looking to bring the historical brand back to the UK to invigorate the premium ale category. Bass has long been brewed in the UK but much of the volume has been exported internationally as a super-premium ale. It is particularly popular in Japan.

The beer is clear and coppery in colour with a creamy, off-white head. The pale ale is dry, with tasting notes of malt, caramel and light pine hops.

A spokesperson for the brewer 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.”

10 November, 2018