Saturday 16th April was
National Bass Day, a day
set aside to celebrate one of the
UK’s most famous draught beers.
Draught Bass
is a copper-coloured traditional beer with a fine balance of malt and hops
which, in its heyday, was one of
Britain’s most widely available cask ales. At one time, brewing
volumes were around
800,000 barrels a year, but today production has dropped to
just
30,000 barrels per annum.
April 2022 also marks the 245th Anniversary of William Bass founding his
brewery in Burton upon Trent, a venture which started as a small provincial brewery,
but then went on to become one of the best-known, and most celebrated brewing companies in
the world.
Until the year 2000, Bass Brewers Ltd were the largest
brewing group in the UK, with a prestigious history dating back over 200 years,
behind them, but following fall-out from the UK Government’s ill-fated Beer
Orders, Bass decide to quit brewing altogether, and concentrate instead on
their fast-growing Intercontinental Hotel Group – a move which came as a shock
to many in the industry, and one which continues to surprise commentators
today.
Many separate breweries and larger groups were absorbed into
what originally became
Bass Charrington, and the tale of how this all came
about, makes fascinating reading. Those wishing to know more, need now to look
no further for, hot off the press is a brand-new book that explores the history
behind the creation of
Bass Brewers Ltd.
The Story of Bass – The Rise and Demise of a Brewing
Great, tells the story of the charismatic, and often driven
individuals who played a pivotal role in drawing together the various threads
that led to the formation of this brewing behemoth. These events took place against a background of
changing economic conditions, different social attitudes, and continuing
industrial developments.
The book's author is
Harry White, who after joining
Bass in
1977, went
on to become
Director of Quality Assurance, until the takeover of the company’s
brewing assets by
Coors Brewing in
2000. During his time with the company,
Harry was a frequent visitor at all thirteen of the breweries that belonged to
Bass at the time, including the mega-brewery at
Runcorn, in
Cheshire. The
development of this
2.5 million barrels per year plant, was a corner stone in the
company’s strategy at the time although, for a variety of reasons, it was
ultimately to prove an expensive failure.
Harry retired from
Molson Coors in
2007 and is now the
chairman of the
National Brewery Heritage Trust. His book, which is a real
labour of love, is an essential read for anyone interested in the history of
beer and brewing, delving as it does into hitherto unseen archives, whilst
mixed with astute observations of the personalities behind the constituent
companies.
Amberley Publishing, who commissioned and published the
book, kindly sent me a copy to review, after I responded to a request on the
British Guild of Beer Writers’ website. Having worked for Bass myself, for a two
year spell, back in the late 1970’s, I was more than happy to carry out a review of
Harry’s book, so please read on and learn more about the fascinating story of this
former brewing giant and its world-famous trademark – the iconic Bass Red
Triangle.
Now I don’t intend on telling the whole of the story behind
the rise and fall of this brewing giant, as there would be no point in you
buying the book if I did, but the significant steps and event that came
together to create
Britain’s largest brewing company are worthy of special
mention. Put simply, a number of companies from Scotland, the north of England,
the midlands, and London merged during the
1960’s to form what became
Bass
Charrington. But let’s start with the most famous of these, which of course is
Bass itself.
From quite humble beginnings during the last quarter of the
18th Century, Bass grew to become the largest, and most successful
brewing company, first in Britain, and eventually globally. This ascendancy as
the largest ale brewer in the world was achieved by 1879, just over 100 years
from the founding of the firm.
Together with their
Burton rival,
Samuel Allsopp, Bass
dominated the growing market for pale ale, primarily for export to
India, to
keep the colonists, administrators and the troops, there to keep the peace happy. The strong and well-hopped
India Pale
Ales brewed by both companies, were sparkling, well-conditioned and had a reputation
for consistency that enabled them to survive the long and arduous voyage to the
Indian sub-continent. It wasn't long either, before these qualities began to be appreciated by an eager
domestic market, as well.
Despite being the largest brewer in the world Bass,
Ratcliffe & Gretton, as the firm had now become, was never really a pub
owning company. Instead, Bass relied on its reputation and its ability to sell
its beers through the free trade. It did acquire some public houses, following
the takeover of Thomas Salt & Co, another famous old Burton brewer in 1927,
but this had followed on from a far more significant merger, the previous year,
with its major rival Worthington & Co.
The latter were the third largest brewery in Burton, but
despite the merger, the two companies were never truly integrated. For those
who remember the creation of British Airways, achieved by a merger of BEA and
BOAC, the same scenario applied, as the first loyalties of many workers ended up being to their former employers, rather than to the new company, British Airways. For several years after the merger, many employees still regarded themselves as either BEA,
or BOAC people.
Between the two world wars, the
Bass management seemed content
to rest on their reputation as free trade brewers, rather than commit to owning a large
estate of pubs, but as more and more outlets came under direct control from
other brewers, there was an increased reluctance on their part, to stock
Bass
beers. The merger that took place with
Birmingham-based,
Mitchells &
Butlers, addressed this situation as the latter company had built up a large
estate of tied houses, across the
West Midlands. So, allied with the reputation
of both
Bass and
Worthington, and the large cash reserves of the former, this coming together of two substantially different companies, was
the perfect union.
The other links in the chain, that eventually came together
to create
Charrington United Breweries, in
1962,
are rather more complex.
Charrington’s were a successful
London-based brewer, who had
built up a substantial tied estate, primarily in the capital, but also within
some of the surrounding counties.
United Breweries had a far more convoluted
history, and you will need to refer to the book to discover the exact details
as to how this rag-bag collection of widely scattered breweries, came into
being.
Author, Harry White has done a sterling job in piecing
together the intricate takeovers and mergers that led to the creation of United
Breweries, but one individual stands out, more than anyone else in the story and
that person was Edward Plunkett Taylor. The latter individual was a brash, but very
successful Canadian businessman, who, following the creation of Canadian
Breweries Ltd, in his own country, wanted to create a national brewer in
Britain, that would take his company’s premium product, Carling Black Label
lager.
Taylor achieved his ambition in quite a round about way, which
came about through the objectives of a man called
Tom Carter, CEO of Sheffield
based, Hope & Anchor Breweries. In
1951, Carter was visiting
Toronto trying
to interest the
Canadian market in his company’s
Jubilee Stout. The latter was
a sweet, dark, bottles
“milk stout,” which wasn’t particularly suited to the
North American market, but
Carter was persistent, if nothing else.
Whilst in Toronto he met E.P. Taylor who, as already noted,
was keen to launch his company’s bestselling beer, Carling Black Label. Taylor
struck a deal with Carter, whereby his Canadian Breweries would brew Jubilee
Stout for the Canadian market, whilst Hope & Anchor would brew Carling in
Sheffield, and sell it through their own tied houses with a view to expanding
sales into other brewer’s pubs as well. The deal went ahead, and the first brew
of Carling in Sheffield, took place in 1953.
It wasn’t the best arrangement for either party, as a sweet,
dark, and heavy beer, such as
Jubilee Stout, was totally unsuited for the
North
American market.
Taylor, for his part, was dissatisfied by the low sales
volumes that
H&A achieved for
Carling, through their relatively small, tied
estate. A new agreement was signed in
1958, which sowed the seed of
Taylor’s
desire to create a
national brewing group within the
UK.
Canadian Breweries became the major shareholder in H&A,
and Eddie Taylor gained a seat on the board. The Canadian entrepreneur's foot was now
firmly in the door of the hitherto paternalistic, and closely-knit British
brewing industry, and whilst his presence was at first unwelcome, there was
little these old-school brewing families could do in order to thwart Taylor’s ambitions.
The stage was now set for an almost whirlwind round of takeover and mergers,
all engineered by Eddie Taylor, that led to the creation of first Northern
Breweries, which then morphed into United Breweries.
As mentioned earlier,
United Breweries merged with
Charrington’s in
1962, and became
Charrington United Breweries in the process. Apart
from
Carling Black Label, the newly merged company still lacked a national
brand; one that could be used to achieve dominance in the market place. The
problem was solved five year later in
1967, by the mega-merger between
Charrington United and
Bass, Mitchells & Butlers. The latter group had two ready-made, well-known, and highly-respected brands, in then hugely important
draught
bitter market; the brands of course being
Bass and
Worthington!
The merger was the largest that the UK brewing industry had
ever experienced, and the company became known as Bass Charrington. The group
continued with this name until 1979, when it was simplified to Bass plc. So,
the name of the company, founded by William Bass in 1777, was the one which
survived, and the one that transcended the names of all the other famous
brewing companies that were absorbed over the years, into the new group.
We are getting very near the end now, but it’s worth noting
that Carling went on to become the UK’s best-selling beer. I’m not certain
whether it still holds that title, but Carling’s success was sufficient for
Eddie Taylor to retire to the Bahamas, in 1972 having seen his persistence and
optimism in building the UK’s largest brewing group, finally come to fruition.
The final chapter in the story is rather a sorry one, even
though a further
33 years were to pass before
Bass finally decided to quit
brewing and become a hotel owning chain. Four years previously the company had
agreed in principle to purchase 50 per cent of
Carlsberg-Tetley, one of the
other major players in the
UK brewing industry, and a competitor of
Bass.
The deal was blocked by the Secretary of State for Trade
& Industry, on anti-trust grounds, and was undoubtedly the reason for Bass
leaving brewing altogether and abandoning over 200 years of history and
tradition within this sector. For someone like me, who had worked for the
company, it was very sad to see the name Bass disappear.
I only worked with the group for two years, and was employed
in Bass’s wines & spirits section, Hedges & Butler, which was based in
London’s East End. They were a good company to work for, and they looked after their
workforce, and reading Harry White’s book has not only brought back some
good memories but has also opened my eyes to the history and the fascinating
stories behind the rise and fall of Britain’s largest brewing company.
Background and disclosure:
The Story of Bass, by Harry White, is available from
Amberley Publishing, priced at £15.99. The book consists of 96 pages and
contains 150 illustrations, many of them previously unpublished. The publishers have kindly allowed me to use a
selection of them, to illustrate this review. The photo of young drinkers, enjoying a few beers, dates from the Swinging 60's. It appears on p 90 of the book, and as it reminds me of my youth, I have included it as a piece of pure nostalgia.
I received a complimentary copy of the book, in respect of
providing a review, and the thoughts and observations contained therein, are my
own, and to the best of my knowledge remain unbiased and uninfluenced by my
receipt of the review copy.
With grateful thanks to Philip James Dean, Publicity Officer
at Amberley Publishing.