In the UK, beer volume units are regulated only at the legislative level. The 2/3 pint measure was banned in the country for 300 years, so the decision by the authorities can be called historic. In the 20th century, beer measures of half a pint and a third of a pint were officially introduced.
According to Travel.ru, the introduction of the 2/3 pint measure was insisted on by pub owners, who turned to the authorities with this request to increase attendance. Five pubs close in the country every day, and Britons are increasingly preferring to buy beer in stores. According to the Association of English Pubs, the new measure may also attract more women to pubs. This assumption, however, has caused concern among organizations fighting alcoholism.