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Branded Glassware – Market Data

Carlsberg UK found that serving beer in branded glassware led to a 14% increase in beer sales and a potential increase in profit margins. 37% of drinkers said they would pay more for a pint in a branded glass.

“We want our customers to give drinkers the best pint of Carlsberg possible,” said director of brands Paul Davies.“And our research has demonstrated that consumers see branded glassware as part and parcel of a great drinking experience in the pub -and they will spend more in your pub as a result.”

Using branded glassware can lead to a 14% increase in beer sales, new research from Carlsberg has shown. The Danish brewing giant is investing in a major campaign stressing the importance of using branded glassware. Research also showed that 37% of drinkers said they were willing to pay more for a pint if it was served in a branded glass. Following the research, Carlsberg is offering licensees a “buy one get one free” offer on branded glassware for the whole of March. “We want our customers to give drinkers the best pint of Carlsberg possible,” said Paul Davies, Director of Brands and Insight at Carlsberg UK. “And our research has demonstrated that consumers see branded glassware as part and parcel of a great drinking experience in the pub -and they will spend more in your pub as a result.”

Virtually every Belgian beer has a branded glass. Beyond the basic shape of the glass (wide-mouth goblet, curvaceous tulip glass, tall pilsner, etc), each glass comes imprinted with a logo or name. The brewery usually selects a glass form to accentuate certain qualities of their beer. A goblet, for example, lets the drinker’s nose inhale the beer’s aroma at the same time that the mouth drinks in the liquid. A tulip glass excels in foam retention.

We tried to raise the glassware subject a while ago but got no responses (but I’m new around here  ) I think the beer industry in general and pubs specifically are missing a trick here. But it’s not a trick is it? A visit to Belgium makes you realize the importance, albeit a secondary one to the beer of course, of tasteful glassware. Ok, the hardened 5-pint a night folk aren’t going to care too much. But as an attraction to bring in casual beer drinkers I think it’s more than just a good idea.”

Carlsberg highlighted the importance of branded glassware in the UK by running an on-trade promotion to publicans there.

Research conducted by the brewer found that using branded glassware results in a 14 per cent increase in beer sales and what’s more, 37 per cent of consumers state that they are willing to pay more for beer in a branded glass.

As a result, Carlsberg offered a one-for-one deal in branded Carlsberg glasses for the UK licensed trade until in March of 2010, limited to two free cases.

Director of Brands and Insight for Carlsberg in the UK Paul Davies, commented,
“We want our customers to give drinkers the best pint of Carlsberg possible. Our research has demonstrated that consumers see branded glassware as part-and-parcel of a great drinking experience in the pub -and they will spend more in your pub as a result.”

Carlsberg is also launching half-pint branded glasses into the on-trade there.

Source: Drinks Industry Ireland Magazine