Belgian brewing giant Interbrew announced that it had reached an agreement with Diageo to transfer to Interbrew all import and distribution rights for Bass Ale in the U.S

Food & Drink Weekly, Sept 9, 2002

Belgian brewing giant Interbrew announced that it had reached an agreement with Diageo to transfer to Interbrew all import and distribution rights for Bass Ale in the U.S., in a deal worth $105 million. Interbrew will obtain operating control of the Bass Ale brand in the U.S., as of June 30, 2003.

Bass Ale accounts for more than 25% of all super-premium imported beers in the U.S. and the brand will give Interbrew operational control of 7 out of the top 12 best-selling imported beers, as well as 23.7% of the import segment.