Belgian brewer Interbrew has called on more retailers to use branded glasses. The brewer distributed more than three million glasses to the on-trade in 2003, an investment of more than £2m. Research by Interbrew has shown that 93 per cent of Hoegaarden is served in special branded glasses, while seven out of ten pints of Stella Artois, Interbrew’s flagship brand, are served in branded glasses.

Colin Pedrick, managing director of on-trade sales at Interbrew, said: “The fact is consumers are beginning to expect their beer to be served in such glasses and so retailers must ensure they deliver them every time. “Consumers are expecting more for their money and our research shows they will vote with their feet if they do not get what they want.”

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