ANALYSIS: COMPANY CV - Bass Brewers

Address 137 High Street, Burton-on-Trent, Staffordshire.

Address 137 High Street, Burton-on-Trent, Staffordshire.



Date of birth 1777, when William Bass decided to stop delivering beer

and start making it.



Nationality British.



Status Bass Brewers is a division of the pounds 4.6 billion giant,

Bass.



Background If you ever find yourself surrounded by sandal-wearing beer

bores, they’ll rave to you about the pure, sweet water of

Burton-on-Trent.



This is the secret ingredient of many a tasty pint and it’s what

persuaded William Bass to establish a brewery there in 1777.



Bass has expanded by acquiring other breweries - such as Worthington and

Charrington - and in doing so has added to its stable of brands and

extended its network of pubs. Parent company Bass owns or operates more

than 2,500 pubs and restaurants in the UK, as well as 2,800 hotels in 90

countries. Through alliances with Allied Domecq, Whitbread and Pepsi,

Bass owns 50 per cent of Britvic and is the UK distributor for 7 UP,

Pepsi and Tango. Famous names in its non-beer portfolio include Holiday

Inn, Inter-Continental Hotels, All Bar One and Harvester.



Bass also owns some of the best-known drinks brands in the UK. Carling

has been the UK’s best-selling lager since 1971. Worthington is number

three in the standard ale sector and Hooper’s Hooch sells 1.2 million

bottles per week.



However, Bass has long been rumoured to be considering selling its

brewing operations to focus on hotels and property.



Key brands and their managers



Carling (Kevin Wallis); Bass Ale (Julie Jones); Caffrey’s (Amanda

Holland); Grolsch (David Preston); Hooper’s Hooch (Michaela Frogden);

Tenant’s (Sarah Mitchell); Worthington (Archie Bryden)



Media agency BBJ handles this sprawling account. Jed Glanvill has

responsibility for it at board level, while Daliah Reinhold is senior

planner and coordinator.



Contact numbers



Bass 01283-511000



BBJ 020-7379 9000



Annual spend The budget for Bass, Carling, Worthington, Grolsch,

Caffrey’s, Tenant’s, Hooch and Red is pounds 78 million. Nearly 40 per

cent of this goes on Carling.



Media used Flogging 2.8 million pints of Carling a month works up a

serious media thirst. Bass spent pounds 34 million on the three-year

Premier League sponsorship rights and will have to shell out a lot more

to keep them when they come up for renewal in 2001. On top of that, it

spends pounds 8 million a year on Carling’s TV ads. BBJ buys wherever it

can hit ’young aspirational’ types, but a lot goes on Sky and Sky

Sports.



Grolsch spends around pounds 6 million a year on TV.



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