Tiny pint glasses arrive at pubs as new campaign targets Gen Z drinkers
The miniature glasses, just under three inches tall, have been introduced by Greene King at selected pubs across the UK to encourage younger drinkers to sample beers before committing to a full pint.
It comes after research showed that 31 per cent of Gen Z pub-goers feel too nervous to ask for a taster at the bar, despite it being standard practice in pubs across the country.
The tiny glasses will be used to offer samples of the brewery's new Hazy Day Fruity IPA, a 4.3 per cent ABV beer with orange, citrus, and tropical notes.
The tiny glasses will be used to offer samples of the brewery's new Hazy Day Fruity IPA (Image: Dave Phillips/PinPep)
Will Hemmings, marketing director for brewing and brands at Greene King, said: "We're bringing our Hazy Day Fruity IPA to hundreds more Greene King pubs, just as the summer hits its peak.
"We know a huge number of customers switch up their beverage with the season and Hazy Day Fruity IPA is a perfect sunshine refreshment.
"But with so many people – especially younger customers – still unsure if they can ask for a free sample of something different, we're making it crystal clear: yes, you can.
"Whether you're after something fruity, refreshing or just fancy trying something new, a quick sip could lead you to your new favourite pint."
Although 65 per cent of Brits describe themselves as experimental when it comes to drinks orders, 70 per cent have never asked for a sample before buying.
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More than 70 per cent of Gen Z and millennial pub-goers said they would be more likely to try new beers if they knew samples were available.
The Hazy Day IPA is now available nationwide as part of the campaign.
For more information, or to find your nearest participating pub, visit greeneking.co.uk/hazy-day.
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