Bass goes fishing - Currents

Cheers, Nov-Dec, 2003

Trying to bring the buzz back to Bass Ale, importer Labatt USA recently created and sent out on the road the Bassmobile, a customized 30-foot road hog with an interior reminiscent of a classic, if small, British pub. Salesfolk and bartenders who visit the Bassmobile as it travels the country over the next few years will get tips on how to pour a Bass properly, the right ways to clean a beer glass and chill it, and how to clean the beer lines to keep the classic brew's flavor safe.

Hands-on training will be supplemented by a take-away CD. The trailer, equipped with a draft beer system that keeps the brew at the proper temperature and pressure for pouring, is part of the plan to rejuvenate Bass, says Labatt USA's draught infrastructure development manager Kirby Shyer, who developed the Bassmobile.

Labatt USA is supplementing Bassmobile training with added people in the field to train and push for beer served properly.