Important aspects of brand that no successful restaurateur would ignore include the obvious; exterior/interior décor, logo, theme and of course the actual food & beverage product. Additional areas that need to be addressed include lighting, employee dress code and advertising. All contribute to creating a unique and memorable dining experience.
One important area that is often overlooked is the table-top itself. And, in particular, the glassware that is used on that table or in that bar. It’s easy to settle for standard, commodity type glassware and “check it off your list”. If you take that approach, you’re missing a cost effective opportunity to connect with your customers, create loyalty and build brand equity by spending a bit more time on your glassware selection. 
1. Mix & match – Using the same product line for On the Rocks, Beer and Wine is outdated and tiresome. Capture the spirit of your brand by coordinating different lines from a variety of manufacturers. The “custom” combinations are endless and allow you to create your very own unique “glass signature”.
2. Get creative – If you’re proud of your 15 micro-brews on tap why serve them in a standard pint glass? There have never been more choices offered in the market so get creative and have some fun. There are several stylish and unique beer glasses from a variety of manufacturers available but I like breadth of Bormioli Rocco’s extensive collection. They cover it from a Belgian to their Stacking Rock Bar line. 
4. Do not be afraid of crystal – If your brand has anything at all to do with wine you should be using crystal wine stems! The durability of crystal has increased and the market has more choices than ever, making it an affordable, upscale way to present wine. And nothing supports a price point, or validates a purchase decision more than attractive crystal stemware with your special wines. 5. Romance your signature product – Allow your customers to escape the everyday by adding a little panache. Think about using glassware authentic to the featured product. Not only will your guest remember it but it is sure to catch the eye of other guests. The selection of unique products available in today’s market is almost endless. I really like these new, but traditional margarita glasses from Aztecas Design.
For beverage service nothing has a higher value perception than glassware. And, including glassware in your branding strategy is easy and flexible. It’s an important, creative and fun way to set your establishment apart, help drive sales, and promote customer loyalty.
John Schroeder has been in the foodservice table-top industry since 1996 in a variety of Sales and Marketing roles working with brands like Libbey, Stolzle, Bormioli Rocco and Anchor Hocking. He has traveled the world working with manufacturers in Europe, Asia and South America. Born and raised in Toledo, Ohio glassware has been a lifelong passion.
