Marketing the Shape of a Drink

When you order a drink, you’re probably not thinking about the glass it’s going to come in.

But many restaurants have found that some male patrons prefer more “masculine” looking glasses over “feminine” glasses or finishes – think flutes and fruit garnishes.

Ad executive Rory Sutherland explored this phenomenon in his book, “Alchemy: The Surprising Power of Ideas that Don’t Make Sense.” One reason men weren’t ordering cocktails at bars was because they had no idea what glass they would be served in.

The fix was adding illustrations or pictures of the drinks on the menu.

Some restaurants in New York City have done just that, adding photos or labels to drink menus that show the type of glass a beverage will come in. The trend has picked up steam in the last few years.

Glass Half Full

The type of glass used for a drink is often chosen for a reason beyond aesthetics – it affects aeration or temperature. What bars and restaurants weren’t considering was how the glass choice might impact consumer behavior.

At Braithwaite, we call this a brand story stopping point.

It’s a barrier or bias that prevents consumers from engaging with a brand or product. In the case of men at restaurants, drink order stopping points aren’t just flavor or cost. It’s often the fear of being judged by others for choosing a “feminine” looking drink.

When developing a brand or product story, it’s important to consider the entire customer experience. Sure, the drink might taste good. But presentation can often have just as strong an impact on a consumer’s satisfaction with their purchase.

It’s the job of the messaging and materials used to market your offerings to clearly identify and address those concerns and potential barriers to entry for your target audience.