The BitterSweet Partnership, created to get more women into beer, is currently working with a designer to create some bespoke beer glasses that will appeal to a female audience.
The multi-million-pound business, launched by Molson Coors Brewing Company (UK), has linked up with designer and co-founder of fashion label PPQ, Amy Molyneaux, to create the glasses following the news of new Government plans to introduce the two-third pint measure.
The proposal for the new imperial glass size aims to offer more choice for consumers and the pub trade in serving draught beer.
"We hope the new pint measures are approved," said BitterSweet communications partner, Kristy McCready. "For a long time the industry has ignored women, but new two-third pint measures are definitely a step in the right direction.
"Currently women account for just 13% of beer sales in the UK, significantly lower than in the US and other European countries, but providing more choice in UK pubs and bars should help redress this."
Research indicates that a quarter of women would consider beer if glassware changed, according to McCready. "It's not just the size of pints that puts women off, it's the whole design," she said. "As well as new measures we'd like to see manufacturers starting to take cues from the Continent, where different shaped glasses are used. Interesting to know that, while many women don't like to drink beer in the UK, a fifth do opt for beer on holiday."
