Is a beer glass different enough?

A guy walks into a bar and orders a beer…

Up to about 10 years ago, this was an easy set up for a joke.  Bars offered customers a choice of a couple tap lines and a few domestics and imports in bottles.

Today, most bars have expanded their tap lines and coolers with a dizzying array of options.  According to Brewers Association, growth of the craft brewing industry in 2012 was 15% by volume and 17% by dollars.  And domestics fight back with line extensions and push advertising akin to the pharmaceutical industry – “ask your bartender about New Ultra Lite.”

And every beer has its own glass.

Up to about 10 years ago, the beer glass was simple: there was one glass.  Today, bartenders need a manual and a map to manage matching beers to their official vessels:

• Snifter beer glass with a gold rim around the top.
• Tulip beer glass with a 1/4″ slice of orange.
• Tall slender beer glass with plenty of vertical height to advertise the brand.

Yet, maybe shape and iconic logo of a beer may not be enough to stand out from the crowd.  Maybe the glass material is ready for a shake up.

maybe, just maybe “glass” isn’t different enough?