Global hospitality group, Bass plc, has announced it will change its name to Six Continents plc, subject to shareholder approval.
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 August 21, 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, said a Bass spokesman.
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 £375,000 or $531,357 for creation);
The name Six Continents is protectable - it has passed rigorous legal and marketing checks and is registered all over the world.
The new name, Six Continents, was suggested by an employee as part of a group-wide competition, said the spokesman.
A new symbol has also been developed to reinforce the name in a manner that is intentionally clean and distinctive and which works well across all applications.
Shareholders were expected to approve the name Six Continents at an extraordinary general meeting at the end of July. Subject to the approval of shareholders and the Registrar of Companies, the change of name was expected to be implemented on July 30.
"Today we are no longer a brewer, but a global hospitality group, with a clear focus on international hotels and leisure retail," said chief executive Tim Clarke.
"Six Continents is a name which emphasises the global spread of the company and a name which will soon become synonymous with our strong hospitality service brands."
Bass is currently involved in hotels, leisure retail and branded drinks.
Bass Hotels & Resorts is the world's leading global hotel group whose brands include Inter-Continental Hotels and Resorts, Crowne Plaza Hotels and Resorts, Holiday Inn, Express by Holiday Inn and Staybridge Suites. It owns, operates or franchises more than 3,200 hotels and over 500,000 guest rooms in nearly 100 countries around the world.
Bass Leisure Retail is the UK's leading managed restaurant, pubs and bars group with over 2,000 outlets including brands such as Vintage Inns, Harvester, Toby, Browns, All Bar One, It's A Scream, O'Neill's, Edwards, Ember Inns and Goose.
Britvic Soft Drinks is one of the leading UK producers and distributors of branded soft drinks with brands such as Tango, Robinsons, Britvic and the UK franchise for Pepsi.