Budvar has introduced a 330ml version of its dark lager, after sales of the 500ml version doubled in 2011.
The Czech company said it hoped the new format would appeal to customers in restaurants and gastropubs, where the 330ml format is more popular.
Budvar's marketing controller Ian Moss said the drink had been popular with 30-something drinkers and that the move would encourage more of them to try it: "The 500ml dark moves well in the pub trade but we want to increase penetration in bars, restaurants and gastropubs as well, and these are sectors where the 330ml package is de rigueur," he said.
Selling to the trade under the slogan "Budweiser Budvar - the new dark age", point of sale material has also been developed to accompany the new package in the form of beer mats, bar runners and tent cards plus dedicated Budvar Dark glassware (pictured).
By Neil Gerrard
E-mail your comments to Neil Gerrard here.
If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.catererandhotelkeeper.com/tabletalk
Looking for a new job? Find your next job here with Catererandhotelkeeper.com jobs
Blogs on Catererandhotelkeeper.com
Catch up with more news and gossip on all Caterer's blogs
For the latest hospitality news, sign up for our E-newsletters