BrewDog has conducted the world's smallest protest — consisting of a four-foot five-inch dwarf — to kick-start a revolution of Britain's licensing laws and legalise the two thirds of a pint measure.
The dwarf is lobbying David Cameron's government for a "small beer" measure of two thirds of a pint to be introduced in UK pubs.
BrewDog's demonstration in Westminster today consists of a dwarf with placards carrying slogans such as "size matters" and "small for all".
The protester will also be showcasing a two-thirds of a pint glass to the general public and seeking signatories for a petition the brewer intends to send to David Cameron at the end of November.
Under current legislation beers are currently only legally served in third, half and full pint measures.
The National Weights and Measures Laboratory (NWML) recommended the introduction of the measure in 2008 but plans were delayed due to the general election.
In 2008 the NWML said the plan for two-thirds of a pint measures "has been proposed by the beer and pub trade to allow greater flexibility in the service of draught beers, especially those with a higher alcohol content".
The suggested benefits of a new beer measure include:
• Fewer units for drinkers choosing higher ABV beers, which many craft beers are
• A more sophisticated drinking experience based on quality rather than quantity
• More choice for drinkers - half pints are often deemed too small, and pints too large by many
• A more attractive measure for female audiences who are often put off by the scale of a pint glass.