The brewer hopes the new sized glass will bring attention to the beer category, offering drinkers extra choice when at the bar.
The move comes after new Government weights and measures legislation, which comes into force from 1 October 2011, allows beer to be served in two-thirds pint servings for the first time. Up until now operators were only permitted to serve beer in full pint, half, one third of a pint and quart glasses.
Lawson Mountstevens, sales managing director -on trade for Heineken UK, said: “Premium and specialist draught beer brands like Heineken, Amstel and Tiger are likely to benefit most from being served in the new two-thirds of a pint measure.
“We will be delivering around half a million new branded glasses into trade from November to give licensees the chance to extend consumer choice and capitalise on the sales opportunity that creating a new drinking experience can offer.”
Mountstevens added that Heineken hoped to pave the way for the term schooner to become popular in the UK.
“Our stylish, new schooner glasses will encourage more pub and restaurant diners to choose premium beer with food, and research suggests that they will also appeal to male and female drinkers who see the new two-thirds pint glass as the perfect ‘halfway house’ between traditional pint and half pint beer serves.”
