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

People

Ms Kathryn Angus

Research Officer, Institute for Social Marketing