30.10.2010

Two Thirds Too Far?

Two Thirds Too Far?

See details of our small protest here: http://www.brewdog.com/blog-article.php?id=392 

Don't you just hate it when you try and do something nice for a change and it all gets thrown back in your face?

That's exactly how we felt when the government announced it had taken plans to introduce a 2/3 measure and poured it straight down the sink.

Since 2008 when the idea first emerged, we got pretty excited in terms of the benefits to the industry; not just for the craft beer community but for Britain's approach to drinking that regularly gets so much stick in the press.

In fact, we were so fully behind the idea that we momentarily stopped planning the world's downfall and actually began stockpiling glasses so fans of BrewDog could enjoy their beers at the new measure as soon as legislation was passed.

Alas, nay. Now all we're left with is a very large box of dusty 2/3 glasses and the distinct feeling that the government and its alcohol naysayers have once again put their foot in it in an attempt to reign the UK's alcohol industry back into line.

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From where we're standing however, we can see plenty of reasons why 2/3 pints would become a welcome addition to the standard line up of British measures:

For a start, there's improving the range of options and choice available to drinkers so as not to limit them to drinking what might seem like a lot – a pint – and what might seem like not a lot – a 1/3 or 1/2 pint. With beer loving countries such as Australia and Germany boasting a pretty broad range of legal measures that provide the perfect solution to suit the tastes of all drinkers isn't it time we followed suit?

The benefits to the craft beer community shouldn't be underestimated either. Higher ABVs, intense tastes and challenging styles are often best enjoyed in smaller measures; allowing drinkers to savour and sample a beer – much like you would with a fine wine – or even try smaller amounts of different beers – particular useful at beer festivals where chopping and changing between brews sees a full pint become too much or a ½ not quite enough.

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2/3 pints needn't just be the toast of the craft beer community or beer festivals however. Britain's image as the the pint swilling, lager lout could easily be put under serious threat if a more European style of drinking was made widely available.  That's right, we're talking stemmed 2/3 glasses in every pub, which isn't just a tad more refined but also releases the aromas and flavours of the beer a lot better than your standard pint glass. The result? Proper 'drinking' less 'necking'.

2/3 pints make sense to us but what are your thoughts on the making 2/3 a recognised, legalised UK measure? We're going to be keeping all ears to the ground on the matter but, as ever, want to hear your thoughts first.

And if all else fails? We'll just have ours served in a stoat, thanks.

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Posted in - brewdog-news

Comments

  • I fully support the philosophy of Brewdog here. Smaller measures for stronger and tastier beers. Commercial mass-produced beers are served in a pint glass because the flavour is basic and samey. With beers that are brewed with such precise hopping schedules and such great care taken with ingredient choice and brewing processes, why would I need a full pint in one go? If the beer tastes great, then I want to enjoy the flavour and take my time with it, not rush it or let it go flat with an impaired flavour.

    What's more - to those who find this photoshoot a waste of time - Brewdog are adopting a very clever stance here. This kind of publicity is what prompts discussion and debate, thus they define their own campaign for real ale. They'll do a damn sight better than CAMRA do I'll bet.
    Simon Bridgwater05.11.2010
  • Why not just tip 2 x 1/3 pint measures into a 2/3 pint glass? It's what Spoons do (well they tip a 1/3 pint measure into a 1/2 pint glass or 2 into a pint glass).
    Alan04.11.2010
  • I'd have a 2/3 pint glass if they're going anyway!
    Francis31.10.2010
  • @bored now
    We feel that the legalisation of the 2/3 pint measure is important to the development of craft beer in the UK and is a great way to enjoy our higher ABV offering on draft.
    Bottle offerings are something different altogether and was not included in our argument. Our point is centered entirely around draft beers.
    James, BrewDog31.10.2010
  • Nice photoshoot but what has this achieved. ALL beers this past week at the Norwich Beer Festival have been sold in 1/3, 1/2 or 1 pint measures. This included 5am Saint & Punk (also available in 330ml bottles). As long as the glass is marked with the size or has a line to show the 1/2 , 2/3 levels etc. then should be no problem.
    Mark Cade31.10.2010
  • this is just getting silly now guys, surely being able to sell bottles works for the (absurdly) proposed female market. loving the beer and the bar and the ideals but stunts like this, which are little more than trumped up photo shoots, are wasting time and money?
    bored now30.10.2010
  • I'd take some of those glasses off your hands if you want?
    James30.10.2010
  • Mike - Having looked into this extensively in the past with the idea of getting 2/3 pint glassware sorted for The Rake, as stupid as it seems(and it's really f*!king stupid) 2/3 pint glasses are not legal, regardless of the multiples notification.
    Glyn Roberts30.10.2010
  • I have made several blog posts in support of this idea - see <a href="http://pubcurmudgeon.blogspot.com/2009/09/welcome-to-twother.html">here</a>. It's similar to the common Continental 330ml measure, and also the US 12 fl oz. As you say, it's especially appropriate for beers above 5% ABV.
    Curmudgeon30.10.2010
  • Can we not use them any way under the multiples thereof bit of weight and measures. As long as there is signage saying beer is sold in 1/2s and 1/3s and the glasses are stamped I can't see much of a problem
    Mike gregory30.10.2010
  • I'd like to see this more at British Festivals but CAMRA lobbyists will say it's not a full pint glass. We should get the backing of the NHS.
    Thomas30.10.2010
  • You should be able to sell you beer in whatever measures you want. Government has no right to dictate this kind of thing.
    Matt Davies30.10.2010

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