title: Looking into the glass: glassware as an alcohol marketing tool, and the implications for policy.
abstract: OBJECTIVE
  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.
  
  
  CONCLUSIONS
  Glassware should be subject to the same control as other forms of marketing. Glasses could be re-engineered to promote safer drinking.
authors.affiliation: Corresponding author: martine.stead@stir.ac.uk.
authors.forename: Martine
authors.initials: M
authors.lastname: Stead
authors.forename: Kathryn
authors.initials: K
authors.lastname: Angus
authors.forename: Laura
authors.initials: L
authors.lastname: Macdonald
authors.forename: Linda
authors.initials: L
authors.lastname: Bauld
mesh_terms: D000434:Alcoholic Beverages / Q000706:statistics & numerical data*; D006291:Health Policy; D006801:Humans; D040541:Marketing / Q000379:methods*