Interbrew said it has reached an agreement with Diageo to transfer all import and distribution rights for Bass Ale in the US to Interbrew.

Bass Ale is a high-margin brand which accounts for more than 25% of all super-premium imported beers in the US, and which will occupy a unique role in Interbrew’s portfolio, the Belgian brewer said.

Interbrew’s ceo Hugo Powell said: “We look forward to working with Diageo on developing Bass Ale in the US market during the transition period until June 2003. I firmly believe that Bass Ale will considerably enhance our portfolio brands, and strengthen our position in the rapidly growing import segment of the market.”

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