Heineken trials oversize glasses
Move aims to calm low-yield concerns
Camra says most pints are 10% short
Heineken is undertaking field trials of oversize glassware within pubco outlets to calm concerns about yields being lower by having to dispense extra lager.
Last July, the Dutch brewer introduced 24oz oversize branded glassware (4oz above the pint level) in a move to regenerate the lager sector by serving beer in the Continental way, with a large head.
So far, it has been the independent sector that has embraced the move, with around 400 outlets committed. Heineken is currently served in around 5,000 pubs.
Heineken UK sales director Richard Bradbury said: "We are still in the embryonic stage and working with outlets to train staff to dispense properly, but we're making a lot of progress.
"We know customers love it — and the feedback we get from licensees is that no-one else in the lager sector is doing anything to improve the presentation and offer.
"We've seen the care that goes into serving Guinness, cask ale and cider over ice. We want to bring pride and passion into serving lager."
Bradbury added: "Our plan is to keep expanding the number of outlets because we see it as a
key part of differentiating Heineken from other lager brands."
Heineken customer marketing controller Chris Duffy, said the issue of yields being lower had to be weighed against the fact that "customers will pay a premium price for a premium product".
Heineken's move has won favour with the Campaign for Real Ale (Camra), which has been championing full-pint serves for three decades.
Camra head of public affairs Jonathan Mail said: "It's incredibly frustrating for consumers not to be served a full-pint measure."
In April last year Camra launched a petition to restore the full pint. So far, it has collected 23,000 signatures, which it intends to present to the Government in July.
Mail said the law was in such a mess that one in four "pints" still fails to meet the minimum requirement of 95% liquid in a glass.
"Many pints are 10% or more short and it's a real issue for trading standards officers, but the law is so vague, there is little they
can do."
