With summer approaching, Coors is introducing two plastic "Safer Than Glass" (STG) beer glasses for its Dutch Grolsch brand.
The STG, sourced from Australia and New Zealand, is toughened, re-usable and unbreakable and is being trialled in up to 30 venues taking part in the Grolsch beer garden initiative.
Ian Ward, Grolsch brand manager, said: "The new glass will be a first for the industry, reflecting a growing trend for plastic containers, particularly in outdoor venues where safety has become a major issue.
"We will be gearing it particularly towards our beer garden venues and where magistrates have placed constraints on licensees not to use glass. It will also be ideal for outlets with outdoor family areas where children could hurt themselves on broken glass.
"With STGs, if someone spills their Grolsch, the worst that can happen is they'll get wet feet."
Coors Brewers is investing £2m to ensure that all Carling and Grolsch beers are served in branded, nucleated glasses within two years.
As part of its "Beer Reverence" initiative aimed at raising the standard and image of beer in the on-trade, Coors has revealed research showing that 75 per cent of consumers prefer beer in branded glasses and as many as 37 per cent of those questioned actually said they would pay a premium price for the experience.
Through the use of branded glassware and a well-poured pint, Coors also claims that licensees can improve sales by eight per cent.
Neale Lewis, category marketing controller, said: "Serving beer in a branded glass increases the consumer impression of the brand and enhances a quality feel about a venue."