Looking into the glass: glassware as an alcohol marketing tool, and the implications for policy

Alcohol Alcohol. 2014 May-Jun;49(3):317-20. doi: 10.1093/alcalc/agt178. Epub 2014 Jan 9.


Aims: To examine how glassware functions as a marketing tool.

Methods: Content analysis of trade journals.

Results: Glassware is used as an integral part of marketing activity to recruit customers, revive brands, build profits and increase consumption.

Conclusion: Glassware should be subject to the same control as other forms of marketing. Glasses could be re-engineered to promote safer drinking.

Publication types

  • Research Support, Non-U.S. Gov't

MeSH terms

  • Alcoholic Beverages / statistics & numerical data*
  • Health Policy*
  • Humans
  • Marketing / methods*