Well, since I happen to know a few things about Kwak and the story behind the beer you were obviously reading about, I can tell you that the author of the text was most probably referring to "procedure"* as "strategy" or "approach" - both of these being its* synonyms.
He was making a point that serving his beer in such distinctive glasses is obviously part of his marketing strategy/approach. Which it certainly is. Have you even seen these? They're awesome! :D
Anyway, good question. Tasty, too! ;D