Think About It

How special glassware affects the brand experience of your favorite beer

Whilst tossing back a pint of our favorite grog one recent night, the Point of Vision team was discussing the vast variety of beers worldwide. Naturally, the conversation shifted to beer brands and label designs (yes, we talk shop even at happy hour). We noticed that many beers had their own branded glassware, and that the size, shape and thickness of each vessel varied. We surmised that this variety had to do with the brand of beer it contained, and the desired consumer experience - some were designed to optimize the foam head, others to enhance a specific ingredient's taste or aroma. Some were a custom size to hold a specific amount of beer, others were based on the tradition of the region where they were brewed, and so on.

Just as packaging and bottle design play an important role in the brand experience, custom glasses can enhance the experience, not only through visual design but also in functionality. This revelation was a timely one for the Point of Vision team, since we are in the midst of a branding and identity project for Bocktown Beer and Grill in Pittsburgh, Pa. When we returned to the office, we wanted to confirm our conclusions and found Arjen's Beer Page to further enlighten us. We are now eagerly planning our next round of field research, all in the name of brand enhancement.