The name Bass and the red triangle trademark were sold with the Bass Brewers business in August last year. A condition of the sale was that Bass ceases using that name by 21 August, 2002.
Six Continents was selected for its representation of the global spread and aspirations of the group, which operates in nearly 100 countries across six continents.
The name was also selected for some very powerful practical reasons:
Bass already owned the name Six Continents through its Six Continents Club worldwide loyalty scheme
It was achieved at a relatively low cost (approximately
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