The Government has confirmed that licensees are to be given the go-ahead to sell alcohol in a variety of new measures, including a two-third pint glass, or schooner, for beer.
BrewDog, more famous for publicity surrounding its outlandishly alcoholic beers, was one of the prime movers behind a campaign to make two-thirds a legal measure, and it will be welcomed by drinkers who find a pint of some heavier or more alcoholic beers too much. In typical BrewDog fashion, it staged a protest at Westminster, hiring a dwarf to parade a placard with the slogan ‘Small for all’.
The news came on Tuesday in a statement from Science Minister David Willetts, who said: “We have listened to consumers and businesses. They have called for fixed quantities to be kept, but with greater flexibility. That is what this change will deliver.”
The schooner is a popular beer measure in Australia. Other changes in the regulations will allow wine and fortified wine to be served in different measures.
BrewDog co-founder, James Watt, said: “The craft beer revolution has claimed another scalp in the form of archaic licensing rules. This is nothing short of a landmark victory for BrewDog and an acceptance at government level that we speak for the people and understand the changing landscape of the UK beer market.
“The two-thirds of a pint measure means British beer drinkers can enjoy bold and creative beers responsibly – we knew that and we made sure the government caught up.”
He added: “If we weren’t so busy brewing, we would probably be able to solve all of the world’s problems.”
The move was welcomed by the British Beer and Pubs Association, whose chief executive, Brigid Simmonds, said: “Choice is good for customers, and more choice over drinks’ sizes in pubs is something we have lobbied for over many years, and raised with the new coalition Government given its drive to remove red tape.
“While the pint remains a great British icon, the two-thirds measure will give greater flexibility over how beer is served. This is particularly important when it comes to encouraging more women to choose beer, as many avoid the traditional pint glass.
“As a lower strength drink with a wide variety of styles, tastes and flavours, there is no reason why beer shouldn’t be enjoyed in a wider range of measures and glass styles. This removes an anomaly which was just daft.”