Pubs have been urged to offer drinks in schooner-sized glasses - two thirds of a pint - after new research showed that younger people would prefer the measurement.
A study by brewer Molson Coors showed that 18 to 34-year-olds preferred the price and ease of consumption, suggesting they wanted to "break from tradition".
The Australian-style schooner measure has been available since last year, but only one in 10 knew it was available, according to a survey of 2,000 adults.
Chris McDonough of Molson Coors said: "Consumer insight highlights demand for this new measure and presents an opportunity for pubs and bars to increase their sales.
"As a major supplier to pubs and bars in the UK, we would encourage pub landlords and bar owners to offer choice as it could lead to a much-needed increase in beer sales and inject some excitement into the category."