Is Hoegaarden taking the piss out of Canadians?

Hoegaarden's Canadian Beer Vase

This is one of those – what where they thinking?

Every spring, when patio season begins I always am reminded of how idiotic the Hoegaarden glass is. It’s so ridiculous, I can’t help but think that it’s a way for this European brewery to mock consumption sizes desired by Canadian consumers.

The problem is the Hoegaarden glass served up at bars with the beer on tap.  The pint glass should be called a vase of beer.  The glass is HUGE and looks ridiculous on any table.  The glass is thick, heavy and very awkward to lift and hold.   Alongside other glasses on the table it’s disproportionately HUGE.

I can’t stress enough how awkward this class is to drink from.  Virtually every other pint glass I know of are of the shape where you wouldn’t mind walking around with it as you socialize – but not this beast, your arm would tire from holding it up.   In addition, as you get near the bottom of the glass, you feel like a 5 year old who’s drinking from an adult sized cup, as the glass covers your whole face whilst you can see your guest starring back at you (usually with a smirk).
Solution:

So Hoegaarden is not a low-priced beer aimed at low-brow people.  This is a premium, import brand.  The glass should first and foremost convey this to the consumer. Because this is what I define as a summer patio beer, I would highly recommend that they only serve the beer in 1/2 pint glasses or 3/4 pint sized glasses – with the focus on it being a beer best served cold – quality over quantity.  The well designed pint glass has been done.  We know the half pint is the way Europeans enjoy their beers, no reason why Hoegaarden can’t bring this tradition to Canada.

=== UPDATE ===

A few weeks ago (this past August) I witnessed a couple sitting at an outside patio in Toronto.  The woman was posing with the over-sized Hoegaarden glass – holding it with both hands up to her face as her husband snapped a picture.  Embarrassing for the brand.