it does make you wonder how many bar owners/managers fervently believe that anything drunk out of a standard pint glass tastes like gnats piss and how many just think “hey, we can sell 2/3 of a pint and charge them more than the price of a normal pint, muahahahaha, MUGS!”
Thing is you’ve got to convince customers away from mega-brewery drink and onto something ‘different’. Green King IPA tastes like it does because it’s cheap. Compared to say a 7% IIPA there’s about 50% more grain in the IIPA, and probably 4x-10x the hops.
As an example (because I have the recopies in front of me), to brew 20l
Timothy taylors landlord (I like landlord, it’s just a convenient example of a cheap-ish brew)
4kg pale malt
2oz of UK hops
IIPA
6kg of grain (mostly pale, some carapils, some melanoidin)
15oz of USA hops
That’s expensive. Roughly 5-8x more expensive, and it’s stronger. Now if you’re happy paying £3.50 a pint for normal beer, then that’s roughly (because transport and the pubs overheads, etc are similar), £5 for a pint, or nearer £7 in London if you’re normally paying £5.
So do you sell people a pint of beer at 50% more cost than the competition, or sell them a glass proportional to it’s strength and flavor? You wouldn’t serve Red wine in a pint, or Whiskey by the 250ml wine glass?
That and the fact people just following a crowd and drinking what they’re told to drink rather than figuring it out for themselves will think stuff is better if it arrives in a fancy package and costs more, so 330ml measures and tulip glasses.