Address 137 High Street, Burton-on-Trent, Staffordshire.
Date of birth 1777, when William Bass decided to stop delivering beer
and start making it.
Status Bass Brewers is a division of the pounds 4.6 billion giant,
Background If you ever find yourself surrounded by sandal-wearing beer
bores, they’ll rave to you about the pure, sweet water of
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.
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
Grolsch spends around pounds 6 million a year on TV.