Maverick independent Scottish brewers BrewDog, have employed a dwarf to hold a weeklong protest in Westminster in support of the introduction of two thirds of a pint measures in British bars and pubs.
BrewDog says that despite being recommended by The National Weights and Measures Laboratory (NWML) in 2008, plans to introduce two thirds measures been on hold since the general election, and they intend to reignite the debate.
The suggested benefits of a new beer measure include:
- A more attractive measure for female audiences who are often put off by the scale of a pint glass
- Fewer units for drinkers choosing higher ABV beers
- 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
BrewDog's demonstration in Westminster today consists of a four-foot five-inch 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.
James Watt, co-founder of BrewDog said: "Our tiny protest can blow the dust off our archaic licensing laws and introduce the first change to draft beer measures for 300 years.
"Two thirds of a pint is the perfect size for artisanal beers and will help to combat irresponsible drinking.
"We feel that full flavour craft beers should be enjoyed in smaller measures to allow drinkers to savour the taste, flavour and character.
"The concept of chugging eight pints of fizzy, tasteless lager is nothing short of disgusting
"It is ironic that we want to do something that encourages responsible consumption, yet outmoded licensing laws make it illegal."