Heineken pushes schooner measurement

Brewer Heineken is continuing its push to promote schooner glasses in the UK market.

It is to deliver half a million new branded schooner glasses – the two-third pint measure made legal last October – into the on-trade in 2012.

The development came as the company urged pub licensees from Yorkshire and Teesside to boost draught sales by serving beer in schooners at its “Make mine a Schooner” trade event at the Biltmore Bar & Grill in York.

The two-thirds pint glass is known as a schooner in Australia and Heineken is confident that the term will become popular in bars in the UK too.

Heineken is encouraging pubs, restaurants and hotels to cash in on the excitement and interest that the new serving size can bring to the beer category with a range of the new branded glasses for its lager brands, Heineken, Amstel and Tiger.

Event host Duncan Barlow, Regional Sales Director, Yorks & Tees, Heineken, said: “We welcome the new two-thirds of a pint measure and the boost it will bring for many of the region’s pubs, hotels and restaurants.

“Heineken is planning to deliver half a million new branded glasses into trade outlets throughout the UK in 2012 to give licensees the opportunity to extend consumer choice and capitalise on the sales boost that a new drinking experience can offer.”

Speaking at the launch, Mark Evans, owner of the Black Olive bar, Hartlepool Marina, said: “I think the new glasses will go down well. The schooner will appeal to men and women and it will make an ideal serve to go with food.

“We can’t wait to start offering our customers the chance to try the new glasses.”

Karen Waugh, owner of Kennedy’s Bar & Restaurant in York, added: “The schooner is fantastic. It’s very female-friendly. It’s an attractive glass, easy to hold and my customers will love it.”