Kent brewer Shepherd Neame has launched some new branded glasses to celebrate the "Euro pint" in a tongue-in-cheek fashion.
The new range of 568ml branded glasses - exactly the same size as a pint glass - is being offered to pubs by Shepherd Neame, which brews Oranjeboom Pilsener in the UK.
Charlie Holland, Oranjeboom's brand development manager, said: "568ml is the exact equivalent of a British Imperial pint.
"But we're Euro-friendly folk, so we're encouraging our customers to ask for 'a 568 of Oranjeboom' instead of a pint."
In a promotional campaign which echoes Shepherd Neame's gentle ribbing of the Germans in its Spitfire ads, customers ordering an Oranjeboom will be given a scratchcard and asked to identify which of a number of pieces of EU legislation listed are true or false.
Examples include "An EU directive proposes to regulate the noise level of lawnmowers" and "According to an EU directive, carrots are fruit," both of which are true.
Correct answers will win a boxed Oranjeboom Pilsener 568ml Euro pint glass. Customers can also win a Euro weekend break online at www.shepherdneame.co.uk.
Mr Holland said: "We're taking a gentle dig at some of the more offbeat examples of European legislation, and this fits neatly with our recent marketing campaign positioning Oranjeboom as 'Quirkily Continentaal'."