Article

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

Details

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
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

People (2)

People

Ms Kathryn Angus
Ms Kathryn Angus

Research Officer, Institute for Social Marketing

Ms Martine Stead
Ms Martine Stead

Deputy Director of ISM, Institute for Social Marketing

Projects (1)

Research programmes

Research centres/groups

Research themes