Hospitality operators could soon be given the option of serving alcohol in a new two-thirds pint under proposals unveiled yesterday.
The plans aim to give consumers more choice by introducing new quantities for alcohol and lifting restrictions on the sizes of some types of food.
The consultation, opened by the National Weights and Measures Laboratory, will consider introducing two-thirds of a pint of draught beer or cider alongside the current pint, half pint and third of a pint - a legal measure that has fallen out of common usage.
The two-thirds pint was proposed by the British Beer & Pub Association, which believes that it is the ideal glass for a high-strength beer or lager.
Rob Hayward, BBPA chief executive, said: "I don't know what we'll call a two-thirds pint but we see it as a way of increasing consumer choice, especially for speciality beers. Some of these beers are higher strength in alcohol and it may be more appropriate to drink less than a pint.
"The new measure is also aimed at women who think a half is too small and a pint too big. Some popular fruit and wheat beers also leave a slight aftertaste and many people prefer a smaller volume."
By Daniel Thomas
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