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?