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Bass brewmaster completes U.S. tour.

Bass brewmaster completes U.S. tour

Arthur Seddon, master brewer of the Bass Ale Brewery in England, recently embarked on a comprehensive market research and promotional tour of key accounts in the Northeast. A 30-year veteran at Bass, Seddon was a popular and informative visitor around the region.

Seddon began his tour in New York City in mid-September. From there, he continued on to Boston, Philadelphia, Allentown, Baltimore, Washington, D.C., and northern Virginia. Seddon concluded his tour in Chicago in early October after visiting more than 60 accounts.

During his visit to each city, the brewmaster met with bar and restaurant owners, distributors, and retailers. He examined draught systems, shared his brewing expertise, and poured some pints for the customers. He also offered his advise to waitstaff and bartenders on the proper technique to dispense and serve draught Bass Ale.

Besides providing on- and off- premise pointers, Seddon also held a formal beer tasting in New York, Washington and Philadelphia. During each of the presentations, he discussed the proper way to buy, serve, store, and taste fine beers. He also explained the difference between ales and lagers, or "reds vs. whites," how to match beers with food, and how to brew beer with consistency.

"My trip to the U.S. has been extremely satisfying," Seddon said. "I've been seeing the consistent sales increase in Bass Ale for many years now, but this visit to the U.S. has been invaluable in letting me witness the product's popularity firsthand. I've had the opportunity to see the product being poured with skill and pride and have enjoyed seeing Bass Ale appreciated by Americans."

According to a Guinness Import Co. spokesperson, a similar Bass brewmaster tour is tentatively planned for 1991, and will cover the West Coast and Southeast.
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Title Annotation:Bass Ale Brewery England
Publication:Modern Brewery Age
Date:Nov 26, 1990
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