Authors: Martine Stead, Kathryn Angus, Laura Macdonald and Linda Bauld Title: Looking into the Glass: Glassware as an Alcohol Marketing Tool, and the Implications for Policy Journal: Alcohol and Alcoholism (2014) doi: 10.1093/alcalc/agt178. First published online: January 9, 2014 Abstract Aims: To examine how glassware functions as a marketing tool. Methods: Content analysis of trade journals. Results: Glassware is used as an integral part of marketing activity to recruit customers, revive brands, build profits and increase consumption. Conclusion: Glassware should be subject to the same control as other forms of marketing. Glasses could be re-engineered to promote safer drinking.