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

Martine Stead, Kathryn Angus, Laura MacDonald, Linda Bauld

Research output: Contribution to journalArticlepeer-review

Abstract / Description of output

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.
Original languageEnglish
Pages (from-to)317-320
Number of pages4
JournalAlcohol and Alcoholism
Volume49
Issue number3
DOIs
Publication statusPublished - 9 Jan 2014

Keywords / Materials (for Non-textual outputs)

  • alcohol
  • marketing
  • industry
  • glassware
  • policy
  • content analysis

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