Heineken UK is to launch a range of two-thirds pint glasses to trade customers from November 2011.
The new-size glassware will initially be launched for its Heineken, Amstel and Tiger beer brands.
Under new regulations coming into force on 1 October, pubs will be able to sell draught beer and cider in two-thirds glasses.
Currently, pubs can sell draught beer and cider in one-third pints, half-pints and multiples of half-pints. Lawson Mountstevens, sales managing director-on trade at Heineken UK, said: "We will be delivering around half a million new branded glasses into the trade from November to give licensees the chance to extend consumer choice and capitalise on the sales opportunity that creating a new drinking experience can offer."
The two-thirds pint glass is known as a schooner in Australia and Heineken said it is confident this term will become popular here.
It believes the schooner will encourage more people to try food with beer.