There are stupid marketeers, and there’s AB-InBev. The Belgo-Brazilians have decided to rename one of the oldest beer brands in Britain, Bass pale ale, a literally iconic IPA, as “Bass Trademark Number One”. It’s a move so clueless, so lacking in understanding of how beer drinkers relate to the beers they drink, I have no doubt it will be held up to MBA students in five years’ time as a classic example of How To Royally Screw Up Your Brand.
The move is predicated upon the red triangle that is found on every bottle of Bass pale ale, and on every pumpclip of the draught version, being the first registered trademark in Britain. The generally accepted story is that after the passing of the Trade Mark Registration Act of 1875, when applications to apply for trademark registration opened on January 1, 1876, a Bass employee was sent to wait overnight outside the registrar’s office the day before in order to be the first in line to file to register a trademark the next morning, and that is why the company has trade mark number one. There is no evidence for this story: but it is certainly true that a label with the triangle on it, and the words “Bass & Co’s Pale Ale” is indeed the UK’s Trade Mark 1, having been the first to be registered on New Year’s Day 1876.
So why now rename a beer that has been around since the 1820s, when Bass first started brewing a bitter pale ale for the Far East market, after an event that happened when that beer was already 50 or more years old? Because AB-InBev is flailing around for a way to rescue the beer, once the most famous in the world, from the miserable position it has been in since, to be honest, long before what was then Interbrew acquired the Bass brands in 2000. Some idiot marketing focus group got together and tried to think of a unique selling point for the beer: and the only one they could come up with was that it bore the UK’s first registered trade mark.
As Pete Brown has already remarked, this is pretty much a result of the AB-InBev mindset, which knows far more about trademarks than it does about beer. Bass pale ale is a beer with a fantastic heritage: it was, for more than a century, a hugely highly regarded brew, globally as well as in the UK (my grandfather told me that before the First World War, he and his pals would scour North London looking for pubs that sold draught Bass), so much so that it suffered more than anyone else from lesser brews being passed off as the red triangle beer. That was one reason why Bass was so keen to register its own trademark as speedily as possible.
Before we continue, here’s a panegyric on Bass from a book published in 1884 called Fortunes Made In Business which will show you how much Bass was an icon: