Diageo has announced plans to launch glassware displaying the alcohol unit content of a pint of Guinness.
The industry first is part of a campaign to celebrate the 250th anniversary of the signing of the lease on St James' Gate Brewery in Dublin by Arthur Guinness.
Half a million glasses will be distributed to pubs, bars and other retailers this month and it is expected that all British pubs will have the glasses within 18 months.
The company is hoping the measure will become an industry standard.
John Roscoe, marketing director of Guinness, said: "We know that not all alcohol is served in bespoke glasses like Guinness is, but if the glasses are effective it would be good to see units on glassware becoming more widespread.
"This is one way we can help people drink sensibly."
Diageo has also unveiled plans for a heavyweight marketing campaign to boost St Patrick's Day sales and is encouraging licensees to capitalise on the Six Nations game and the premiership clash over the weekend prior to March 17 to drive trade over this period.
Paul Cornell, Guinness marketing manager said the on-trade had suffered from a decline in custom from young male adults and the focus on sporting events would help target this market.
"It is a great incentive to get people back into pubs. We need to drive football back into the outlets and give people an amazing experience. Guinness and the trade can capitalise on established events such as St Patrick's to ensure people to celebrate in pubs and bars," he said.
Diageo pointed to research showing that merchandising can drive a 75 per cent uplift in sales of Guinness and increase total wet sales in pubs. As a result it will be providing more than 26,000 kits to licensed premises including Shamrock based hats and glow sticks.
Guinness-branded posters, t-shirts for bar staff, flags, drip mats and inflatable Guinness pints will also be distributed to licensees along with a CD from Diageo containing a flyer to advertise St Patrick's Day events and suggestions for Irish-themed food menus.