We don't have a link to the article so we don't know exactly what they're doing, but I feel it's unlikely that they've just replaced pints with half pints. Or maybe they have, that would be even weirder!
What I can glean from the headline and the above comment is that the quantity being sold is only a pint in name, not in quantity, so the problem isn't per se that they might be selling ⅔-pints, but that they might be selling what they call pints but are actually ⅔-pints.
slashing the size of pints boost sales in an unexpected way
Oh is it unexpected is it? Unexpected that selling people less quantity per unit would increase sales as people would probably still want the same quantity?
So the people who didn't like the idea of short pints asked if they were messing with the serving size of wine, and when told no, they went with that. Everyone else just consumed the same amount as they would've, more or less.
Probably as they were charging the same price as a pint, perhaps an exaggerating, but I suspect two halves wouldn't be the same price as a pint was last week. Nobody likes to be ripped off.
I do hope this isn't a road to the term 'pint' just becoming a generic name rather than actually holding meaning. I remember when a 99 referred to the price!
The british pound once referred to the value of a "pound" of silver at the time. Though the meaning of even that measurement of weight has likely changed
If they still want to call it a pint, they could go to the American definition (473ml, as opposed to 568ml). Beyond that, they could go to the New South Wales schooner (¾ of a pint, or 425ml). Or, you know, go metric and serve beer in decilitres as on the continent (400ml or 500ml is a reasonable size for a beer), though that may be politically impossible in the post-Brexit environment.
South Australia has 425ml pints (used to be called reputed pints) which is even smaller than a yank pint and nobody really knows why for sure anymore. Was is it greed, great depression, war scarcity or the temperance movement? In the 90s when you could finally get something other than west end on tap people rediscovered imperial pints but it creates a stupid mess of inconsistency.