CARLSBERG has introduced branded two-third pint glasses for its Staropramen, Mahou and Poretti brands.
The brewer says the three world beer brands are often matched with food, making them ideal for the new format, which will be incorporated into weights and measures law on October 1.
“By introducing two-third pint glasses, we’re adding to the range of choice our on-trade customers can offer,” said Carlsberg UK customer marketing director David Scott.
“Thanks to the deregulation of the law, the two-third pint measure now sits neatly between the traditional half-pint and pint.
“Offering these premium world lagers in our high-quality branded glassware will ensure the new serving size has a high profile in outlets.”
Rival brewers Heineken and Molson Coors have announced similar moves recently.
Meanwhile, Carlsberg is encouraging beer drinkers to watch sports in their local pub, through a new advertising contract with Sky Sports.
The year-long deal will see Carlsberg ads appearing every week night on all five Sky Sports channels. Point of sale materials, with joint Carlsberg and Sky branding, will also be distributed to on-trade customers.
