![]() Still, I look forward to giving it a try. 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. 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. ![]() AB InBev say they are bringing this beer back with its original name to “invigorate the premium ale category”. MAD HATTER INDIA PALE ALE HOW TOThis move was described by beer blogger Zythophile as “a classic example of How To Royally Screw Up Your Brand” (see his full post here). 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. The brand is now owned by global brewer AB InBev who will relaunch it next month. Bass Pale was a world-wide phenomenon whose history, it has been claimed, goes back to 1777. ![]() Edouard Manet depicted bottles of Bass in his painting ‘Le Bar Aux Folies Bergere’ in 1882, and thirty years later 12,000 bottles went down with the Titanic. The bottled version, Bass Pale, was similarly well regarded it was slightly stronger than the draught and was known all over the world, being shipped to many countries, especially India, and was the first foreign beer to be sold in Japan. ![]() In my early days of beer appreciation, Draught Bass was regarded as the Rolls Royce of beers which we would go out of our way to find. ![]()
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