UK: Diageo to feature units on Guinness glasses

By just-drinks.com editorial team | 9 February 2009

Diageo has said that new pint glasses launched to mark the 250th anniversary of Guinness are to feature alcohol unit information.

The move is an industry first, the company said at the weekend, and is designed to help drinkers understand at a glance exactly how many units of alcohol they are drinking in their pint of Guinness (2.3 UK units of alcohol).

Diageo hopes this will make it easier for people to stay within Government's guidelines on daily alcohol unit consumption.

John Roscoe, marketing director for Guinness, said: "We believe that giving drinkers unit information on their pint of Guinness will help them to get a better grasp on the amount of alcohol they are consuming.

"We know that not all alcohol is served in bespoke glasses like Guinness is, but if the glasses are effective it would be good to see units on glassware becoming more widespread. This is one way we can help people drink sensibly."

The launch of the pint glasses will celebrate the 250th anniversary of the signing of a 9,000-year lease on the St James's Gate Brewery by Arthur Guinness. Diageo will issue in excess of half a million glasses to pubs, bars and other retailers across the UK this month.

Sectors: Beer & cider

Companies: Guinness, Diageo