I just don’t think this is going to work:
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.
Two reasons, one legal one not. As we all know we have to use metric measures these days, except in the case of draught beer and cider, where our European Overlords have kindly allowed us to retain our traditional measures. Which are defined as multiples of a half pint. So for draught beer, we need a change in the law. For bottled, no problem at all, but we can’t call it a third, has to be 138 millilitres or whatever. OK, fine, but that name won’t fly now will it, which brings us to the second problem.
What to call it? We already have a name for it actually, "stoup", and that’s a problem, for it is associated with (not my words, those of a dimly remembered writer) Midlands charladies having a stoup of brown or mild. Really not the image to get all those chavettes off the alcopops now is it?
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