Sunday, 29 March 2009

Size does matter

Dave runs a pub, by all accounts a very good one, made all the better - so I'm told - by virtue of the face he brews his own beer. He speaks good sense and is open minded - so take a look at his blog from time to time.

His latest post runs through some interesting market research carried out by Coors' Bittersweet Partnership - a ghastly corporate racket determined to win over more women to the delights of the hop by shoving a Tab Clear-style colourless beer in their general direction. Good luck with that.

Anyway, despite disastrously patronising and maladroit ramifications, the report nevertheless raises some interesting points, which Dave sums up so I don't have to.

In the conversation on his blog, the issue of glassware was raised. Stay with me.

The pint is, often, too big. Walk into a pub with 5+ beers on tap and to try a range means halves. However, the half is manifestly too small - it just is. Pubs can legally serve 1/3 pint measures, but not 2/3s. Imagine trying three beers but only having had two pints - the 2/3 pint measure becomes an attractive proposition (to men and women - note a significant percentage of the latter see the pint measure as, itself, part of the problem when ordering beer).

Now I don't want to invite Daily Mail-style rants about 'abolishing the pint' - it is an iconic measure and a pint of mild or best bitter can hit the spot. But strong beers such as Fuller's ESB or Thornbridge's modern classic Jaipur IPA could well find more trade if people could order a measure of it that would be neither too disappointingly small, nor so big as to render the drinker legless. Size does matter.

13 comments:

Tim said...

In Australia the common measure is a Schooner, which is 440 mL or roughly 2/3rd of a pint. On a warm day it is the ideal compromise between warm beer, returning to the bar too often and is strategically sized to be similar to that of your bladder. A sure fire winner.

jesusjohn said...

Pretty sure they have that in Luxembourg, too - mid-330ml and 500ml.

The warm beer argument's a good one, too - ale is already at cellar temperature and therefore in a heated pub when it's cold or on a hot day can often taste yucky over the last few sips.

Mark said...

BrewDog are trying to push the 2/3 pint glasses now and I'm all for it - I drink a lot of 330ml botles so the amount is familiar. My only reservation would be going to the bar and asking: 'two-thirds of the Pride please mate', it doesn't sound right!

It is a good measure, particularly for the stronger beers you mention or just to try more beers over a session without going for halves.

jesusjohn said...

Mark - you are right about the name thing 'a pint of Chiswick for Shirley and a two-thirds of ESB for me, please Jim' doesn't roll off the tongue...

...could we find a punchy, pubby name for the 2/3?

impymalting said...

I just got done ranting about the Bittersweet Partnership on my blog.

I often order halves when I'm trying beers, before I commit to a whole pint, not because I am hoping to look more femme holding a stemmed/smaller glass.

Artist formerly known as Wurst said...

For the love of Christ! Isn't there something better to discuss? How about Avery's fascination with drinking from over sized wine glasses? First came the intellectualism about beer, now there's intellectualism about bringing in a different size measure! There is no need for 2/3rd's of pint, unless you've got a problem!

Jeffrey said...

A two thirds measure could be called a "twofer"

Turn the word verification off on your blog - it's annoying

jesusjohn said...

'First came the intellectualism about beer, now there's intellectualism about bringing in a different size measure!'

Wow - I'm an intellectual. You heard it here first.

jesusjohn said...

Jeffrey said: 'A two thirds measure could be called a "twofer"'

I like that: 'Three twofers of Landlord please, the world's about to end.'

He added: 'Turn the word verification off on your blog - it's annoying.'

Jeffrey say, John do. Done.

Jeffrey said...

What, have you never had a twofer of lager with a Bailey's and Gin & Tonic chaser?

jesusjohn said...

You big girl's bra!

Woolpack Dave said...

I did read this once, I don't know why I didn't comment then. I think you are right, there is a place for more open-mindedness towards the measure.

Oh, and thanks for the link.

mewmewmew said...

For the love of Christ! Isn't there something better to discuss? How about Avery's fascination with drinking from over sized wine glasses? First came the intellectualism about beer, now there's intellectualism about bringing in a different size measure! There is no need for 2/3rd's of pint, unless you've got a problem!




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