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

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.

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