Is AB-InBev beating a hasty retreat from Europe?

“The Times” reported that the Belgian-based global brewer is seeking a buyer for Bass, once Britain’s best-selling beer, at around the GBP 10 million to GBP 15 million mark so that AB-InBev can concentrate on its bigger brands like Budweiser and Stella Artois.

The sale is understood to exclude Bass’ red triangle trademark and international rights. Bass is still popular in the U.S. and Japan, but has lost a lot of lustre there as well ever since the importation and distribution rights for the brand were passed from Diageo to Interbrew in 2003 for the sum of USD 105 million.

In the UK, Bass is contract-brewed by Marston’s. Boddingtons, once a major part of the old Whitbread Beer Company, has likewise declined in market share under InBev’s ownership, since the Manchester-based Strangeway brewery closed in 2005, where it had been brewed since the 18th century. Boddingtons, once dubbed “the Cream of Manchester”, is now brewed under contract by Hydes in Manchester.

Several potential suitors including Molson Coors and Ireland’s C&C Group (Magners cider) have reportedly ruled themselves out. Which leaves us wondering who in their right mind would want to acquire these assets without the trademark and export rights? If AB-InBev were really keen on selling, they will have to add a few sweeteners to the offer.

Last year, AB-InBev sold its Tennant’s lager brand and assets in Scotland and Northern Ireland to the C&C Group for reportedly EUR 205 million.