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

Abstract

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 ©The Author 2013. Medical Council on Alcohol and Oxford University Press. All rights reserved.