Guinness and Bass join forces

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Guinness Import Co., under a new pact extending its role as exclusive U.S. importer for Bass Beers Worldwide brands, said it will increase spending to support flagship Bass ale and introduce other brands into the U.S., including Caffrey's Irish Ale.

Guinness Import, a unit of U.K.-based Diageo, also said it will change its name to Guinness Bass Import Co. to reflect the new long-term relationship with Bass Beers. Guinness Bass will remain fully owned by Guinness.

Details of the new pact weren't disclosed, but Stuart Fletcher, president, Guiness Americas & Caribbean Region, said Guinness and Bass "will serve as the cornerstones of our company in the U.S. well into the next century."

Guinness Import described Caffrey's Irish Ale as "the world's best selling nitrogenated ale." Other brands marketed in the U.S. by Guinness Import in addition to Guinness Stout and Bass ale are Harp lager, Red Stripe, Pilsner Urquell, Kaliber non-alcoholic brew, and Woodpecker and Strongbow ciders.

Copyright June 1998, Crain Communications Inc.

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