Citation

Stead M, Angus K, Macdonald L, Bauld L. Alcohol Alcohol. 2014; 49(3): 317-320.

Affiliation

Institute for Social Marketing, UK Centre for Tobacco and Alcohol Studies, Stirling Management School, University of Stirling, Stirling FK9 4LA, UK.

Copyright

(Copyright © 2014, Oxford University Press)

DOI

10.1093/alcalc/agt178

PMID

24407778

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.

Language: en