Bass Beers Worldwide is centralising the multi-million pound marketing of all its international drinks brands into the UK and will create an agency roster for the first time.
The move affects Caffrey’s, Hooper’s Hooch, Bass Ale, Tennents and Staropramen in over 79 countries. It does not have an impact on any of the UK advertising of these brands.
A Bass Worldwide spokesman says the division has previously used a number of small, local advertising agencies in a variety of countries. It is now looking at one or a combination of UK-based advertising networks whose capabilities fit its markets. So far it has spoken to up to four agencies including Roose & Partners and Euro RSCG Wnek Gosper who hold the UK accounts for Caffrey’s and Hooper’s Hooch respectively.
Earlier this month Bass shocked the City when it announced troubling results which showed a drop in profits of 12m in its brewing division and 11 million in its export arm. Poor export sales of Hooper’s Hooch were identified as a contributing factor.
However, a Bass’ spokesman denies the marketing review stems from this, arguing instead that it reflects a desire to become more effective in its marketing. “This shows an increased focus on our brands and our core markets,” he comments.
In 1997 Bass’ overseas sales of beer increased 34 per cent, representing up to three million pints of beer a week and sales revenue of about 80m.