Beautiful Beer

Pub bosses want to sell beer by the third of a pint to attract women drinkers. In a bid to make beer more appealing to female pubgoers, the industry want to serve smaller measures instead of the traditional pints and half pints.

And to get away from its macho image of lager louts and bearded real ale buffs, the new measure could be poured into wine glasses for a more sophisticated look.

The campaign is called Beautiful Beer and will be launched later this year by a group made up of the big brewers and industry body the British Beer & Pub Association.