- Brandweek, Friday, December 23, 2005 12:47 PM
One of the oldest trademarks in the world, dating back to 1875, is getting dressed up for the New Year. The brand is Bass, first brewed in 1777, which will henceforth be known as Bass Pale Ale
beginning in January. Plans also call for the brew's familiar red triangle logo to be edged in gold and be seen in advertising, packaging, POP, merchandise, wearables, glassware and online. Marketed
here by InBev USA, Bass was granted England's first trademark in 1875 and the red triangle lays some claim to being the world's first registered trademark. Victor Melendez, InBev's director of
European brands, said the moves are designed to keep the brand up to date. "The Bass Pale Ale drinker is one who is focused on accomplishment in all aspects of his life," he said. "With that forward
movement, it's important to keep a great brand like Bass progressive and in tune with its core drinker."
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