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Article

Looking into the Glass: Glassware as an Alcohol Marketing Tool, and the Implications for Policy

Citation
Stead M, Angus K, MacDonald L & Bauld L (2014) Looking into the Glass: Glassware as an Alcohol Marketing Tool, and the Implications for Policy. Alcohol and Alcoholism, 49 (3), pp. 317-320. http://alcalc.oxfordjournals.org/content/early/2014/01/08/alcalc.agt178; https://doi.org/10.1093/alcalc/agt178

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.

Keywords
alcohol; marketing; industry; glassware; policy; content analysis

Journal
Alcohol and Alcoholism: Volume 49, Issue 3

StatusPublished
Author(s)Stead, Martine; Angus, Kathryn; MacDonald, Laura; Bauld, Linda
FundersDepartment of Health
Publication date31/05/2014
Publication date online09/01/2014
Date accepted by journal25/11/2013
URLhttp://hdl.handle.net/1893/18257
PublisherOxford University Press
Publisher URLhttp://alcalc.oxfordjournals.org/…08/alcalc.agt178
ISSN0735-0414

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