Heineken defends oversized glasses

A major brewer has hit back at claims that its 'pint to the line' glasses are hitting pubs in the pocket.

James Gibbs, director of the Cage Wine Bar in Reigate, Surrey, has slammed his beer supplier Heineken UK for providing him with 'oversized glasses' for Heineken, Amstel and Sagres.

He claims staff are likely to top-up pints to the brim when asked by customers.

He said: "The room over the pint line is exactly at 100ml which represents an extra 17.6 per cent of room in the glass for beer.

"So the publican is giving away an extra 17.6 per cent of beer with every pint for zero per cent money."

He added that Heineken's continental pour taps can also lead to getting more head on beers and "a lot more wastage".

But Heineken hit back saying the branded pint-to-line glasses "reinforce the brand's global its quality credentials".

Julia Rodger, Heineken brand manager, said: "Branded glassware is immensely important to both the brand and licensees because it optimises in-outlet quality and increases sales by significantly enhancinges the consumer experience of a pub visit."

And Mitch Adams, licensee of the Thatchers Arms in Mount Bures, Essex, said staff training and charging the correct price was the key to ensuring beer was not wasted.

"We sell some of our beers in oversized glasses. Of course the brewery wants to sell more beer but so do licensees and customers should be charged accordingly.

"This can be used to make a positive point about serving a full pint, and most people are happy to pay extra if the marketing is right."