AB InBev revamps historic Bass pale ale

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AB InBev has announced that it is relaunching Bass pale ale to the UK in an attempt to “reignite the premium ale category”.

Described as “the world’s first pale ale”, Bass was first brewed in 1777 by William Bass in Burton on Trent. AB InBev is now looking to bring this historical brand back to UK to invigorate the premium ale category.

Bass has long been brewed in Britain but much of the volume has been exported internationally as a super premium ale. It is particularly popular in Japan.

According to AB InBev, Bass 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.

An AB InBev 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.”

The 355ml bottle of 5.1% ABV pale ale, brewed at AB InBev’s brewery in Samlesbury, Lancashire, will be available through select retailers and pubs from December.

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