Stella Artois has added to its range of glass packaging with what it says is the UK's first half-pint (284ml) bottle in the premium beer sector.
Rockware Glass worked with design agency jkr to develop the container for brand-owner Interbrew. According to Rockware, the manufacturer's investment in inspection equipment meant that heavy embossing on the new bottle was not considered to be a problem.
One of the theories behind the launch is that consumers continue to relate to traditional pub measures when buying beer. In this case, Interbrew is capitalising on many women's associations with the half-pint measure. Rockware talks about a "crafted, understated image" for the Stella bottle.