Female friendly

British pub group's 'Beautfiul Beer' campaign includes 'feminine' glasses

Mar 8, 2005 - A 1 million marketing campaign aims to replace traditional pints and halves with "female friendly" thirds in an attempt to shatter the macho image of beer.


The British Beer and Pub Association wants the smaller measures, served in large wine-style glasses, to lure female drinkers away from wine, alcopops and other fruit-based drinks. Trials of more "feminine" glasses are part of the association's "Beautiful Beer" campaign.

The beer industry is concerned at the growth of wine, which has overtaken beer as Britain's favorite drink. About 36% of women in pubs drink wine but only 14% cent drink beer.

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