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Looking into the glass: glassware as an alcohol marketing tool, and the implications for policy
Martine Stead1, Kathryn Angus, Laura Macdonald
1Corresponding author: martine.stead@stir.ac.uk.
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.
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