Bass beer, the historic Midlands firm that once offered Britain’s best-selling ale, has been put up for sale by its owners, it has emerged today.
Having been one of the world’s best-known brands for generations, recent years have seen sales of the drink plummet, prompting its owners to expect just £10-15 million from its sale.
The ale, which has been brewed in Burton since the late 18th century, is currently owned by Anheuser-Busch InBev, the owner of Budweiser, Stella Artois and Beck’s.
Bill Ganley, licensee of Burton pub The Grange Inn, told the Burton Mail of the beer’s worldwide popularity, which simply is not reflected in British pub goers’ tastes.
He said: “[In] Las Vegas, Boston, Washington and New York, you see the signs for Bass and you see how popular it is in the bars. It definitely has appeal, even if it seems to have dipped in popularity over here.”
Mr Ganley continued, expressing his hope that the brand will “survive” even if it means moving production “elsewhere”.
Anheuser-Busch InBev has not commented on the proposed sale, but the Birmingham Post reported that the firm has previously said that ale brands were “best served” by regional brewers.