"The gods too are ever kind, Lenehan said. If I had poor luck with Bass's mare perhaps this draught of his may serve me more propensely. He was laying his hand upon a winejar: Malachi saw it and withheld his act, pointing to the stranger and to the scarlet label." (U14.1161)

The Bass & Co Brewery was a pioneer in international brand marketing. The Bass Red Triangle is one of the world's oldest logos, and was the first trademark to be registered in Britain. The 1875 Trademarks Registration Act came into effect on January 1st 1876. That New Year's Eve, a Bass employee waited overnight outside the registrar's office to be the first in line for trademark registration. Bass got the first 2 registrations: the Red Triangle for their pale ale, and the Red Diamond for their strong ale.