Molson Coors commits to two thirds measure

Brewing giant Molson Coors has pledged to produce two-third pint glasses for all of its beer brands as part of the government's Public Health Responsibility Deal.

The Carling brewer has signed up to all pledges identified by the alcohol workgroup as part of the plans.

This includes clearer product labelling on unit content, NHS guidelines and warnings about drinking when pregnant, as well as:

• Simple and consistent information for pubs and clubs, to raise awareness of unit content

• Action in licensed premises to prevent underage sales of alcohol

• Maintaining the levels of support for Drinkaware's and the "Why let the good times go bad?" campaign

• Support for schemes in local areas to address issues around social and health harms.

Molson Coors has also announced that it will partner with the BII and the Home Office to support Best Bar None for at least the next three years.

And in addition to putting unit content and ABV information on glassware, Molson Coors said it will roll-out a two-third pint measure across all of its brands.

The company will also focus on developing the mid-strength beer category, a move which it said will be amplified when more favourable tax levels are introduced in the autumn.

Mark Hunter, chief executive of Molson Coors, said: "The Responsibility Deal is a significant development, but a longer term, holistic alcohol strategy is the only genuine solution if we are to move to a sustainable and effective framework around alcohol that ensures the culture around irresponsible alcohol consumption changes and becomes the unacceptable face of society."

He added: "We embrace plans to extend beer serving sizes to include a two-third pint and, over time, we will ensure that all of our brands are available in two-third pint glassware.

"We have led the trail on the development of lower strength beers, through brands such as Carling C2 and Cobra Zero, and we are excited about the opportunities which will open up through changes in the tax structure for beers below 2.8 per cent."