Photo: the traditional shire horses are part of the museum's living heritage attraction that also includes a cooperage and a collection of vintage vehicles.

The Bass Museum, Burton-upon-Trent's biggest tourist attraction and dedicated to the town's long and distinguished brewing history, has changed its name to the Coors Visitor Centre.

According to museum staff, the name change reflects the commitment of its new owner Coors Brewers ltd to developing the attraction, which has received £500,000 worth of new investment from the company.

The move also creates a trans-Atlantic connection with the museum’s US parent the Coors Visitor Center in Golden, Colorado.

Nestled alongside Britain’s largest brewery, the institution is visited by 200,000 people every year and combines elements of living heritage with artefacts housed in the Museum of Brewing.

Photo: the museum is home to one of the oldest micro-breweries in Britain, built in 1920.

Lisa Needham, Sales and Marketing Manager told the 24 Hour Museum that despite the name change, the centre remains dedicated to celebrating the history of brewing in the area.

"We still have Burton’s brewing history on display and we are still very much about preserving the history and the brewing heritage that we have," said Lisa.

Adding that in essence the name change is a cosmetic alteration, she added: "The operation isn’t going to change, so I don’t think that it will change the way visitors see us. We very much see the Museum of Brewing as being a fundamental part of the visitor centre," she added.

As well as a traditional cooperage, the museum has a collection of vintage vehicles, a working stationary steam engine and the Museum Micro Brewery, where the ancient art is explained.

Photo: ales have been brewed in Burton-upon-Trent since 1834.

The £500,000 investment will go into creating new visitor services, especially upgraded conference and meeting facilities.

Also the new home of the Burton Tourist Information Centre, the Visitor Centre will continue to support community and educational projects.

"The staff are delighted that Coors is to be in the new name reflecting the company’s commitment to the attraction," added Mike Maryon, Visitor Centre Director.

"Equally we are also pleased that the Museum of Brewing established in 1977, which is the foundation stone of today’s successful enterprise, is still going to be the home of Burton-upon-Trent’s brewing heritage."

What's in a name? - You tell us. Click here to drop the Editor an email to tell us what you think of The Bass Museum's name change.

Toni Parker from the Museum of London writes...

"As someone who was born in Burton-on-Trent and who is a Museum professional I feel quite saddened that Coors have felt the need to change the name of a popular, long-established heritage attraction."

"On recent trips back to my home town it seems that Coors have tried their best to eradicate all traces of the existence of Bass in the town - the brewing towers have been relabelled with the Coors title and buildings that have long had Bass inscribed on them have seen the inscriptions covered up with Coors signs."

"Bass is a name which is identified with the town as well as the brewing industry and its traditions and as such the Museum has always been seen as a place in which you can explore this heritage."

"Changing its name to Coors Vistor Centre will not, in my opinion reflect this heritage and draw in visitors who are visiting not just to see the history of brewing but also the history of an area, which has long been connected with this industry."

Local resident Margaret Harrison writes:

"I live in Burton and am saddened by the name change. I understand that it couldn't remain Bass, but why change it to Coors? Why not, The Burton Museum of Brewing or even The National Museum of Brewing. Why couldn't the people of Burton be consulted in this name change?"