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Alcohol Alcohol. 2014 May-Jun;49(3):317-20. doi: 10.1093/alcalc/agt178. Epub 2014 Jan 9.

Looking into the glass: glassware as an alcohol marketing tool, and the implications for policy.

Author information

1
Corresponding author: martine.stead@stir.ac.uk.

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.

PMID:
24407778
DOI:
10.1093/alcalc/agt178
[Indexed for MEDLINE]
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