by Ewan Turney
The Beautiful Beer campaign has won widespread media coverage in its first fortnight with particular focus on encouraging women drinkers to use elegant one-third pint stemmed glasses.
"One of the biggest obstacles women find to drinking beer is the style of drinking," said British Beer & Pub Association (BBPA) director of communications Mark Hastings. "In particular, we need to look at expanding choice and quality of serve."
The BBPA is believed to be pushing for a two-thirds pint measure to be introduced during the current review of weights and measures legislation.
Presently, the only legal measures of draught products are one-third pint, a half and a pint. But Hastings said a two-thirds measure "could be an option". He said: "It is certainly worth looking at broadening the range."
Beautiful Beer, which has a £1m budget, aims to boost flagging beer sales by improving the standards of service combined with a public relations campaign to rid beer of its association with beer bellies and louts.
The launch of Beautiful Beer was hailed as a great success by BBPA public relations manager Ros Shiel. "The Beautiful Beer launch was successful in getting the drinks trade behind the initiative," she said. "Since then, there has been some very positive Beautiful Beer coverage in the national press, focusing on beer's taste, how to enjoy drinking it, and its appeal to women. It has opened up a new debate on beer, which we welcome."
Statistics released on caloric content of alcoholic and non-alcoholic drinks revealed that, per 100ml, beer, with 41 calories, is less fattening than wine (77) and soft drinks such as apple juice (47) and orange juice (42).
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